Cross‐cultural consumer acceptability of cooked aromatic (cv. Heukhyangchal) and non‐aromatic (cv. Sinnongheukchal) black rice with different milling degrees

This study aimed to compare acceptances between consumers in the United States ( n = 101) and Korea ( n = 105) with respect to black rice samples varying in (a) cultivar, aromatic (cv. Heukhayngchal) versus non‐aromatic (cv. Sinnongheukchal), and (b) degree of milling (milled vs. un‐milled). Consumer acceptances of cooked black‐rice samples were also compared with those of cooked white (i.e., non‐colored) rice (cv. Dongjinchal). U.S. consumers were found to like cooked white rice more than black rice. Interestingly, U.S. consumers liked cooked milled black‐rice samples, regardless of their cultivars, while Korean consumers liked cooked un‐milled non‐aromatic black rice and cooked milled white rice. Penalty analysis and standard stepwise multivariate regression analysis revealed that textural and flavor attributes influenced the overall liking of cooked black‐rice samples, although their impacts were different between the two cultural backgrounds. In conclusion, this study shows that consumer acceptance of cooked black‐rice samples differs as a function of cultivar, milling degree, and consumer's cultural background. Practical applications Black rice is becoming more popular around the world because of its unique flavor and high nutrient content. This study provides better understanding about the impact of cultivar, milling degree, and consumer's cultural background on acceptability of cooked black rice for Korean and U.S. markets.