Short communication: Influence of labeling on Australian and Chinese consumers' liking of milk with short (pasteurized) and long (UHT) shelf life

Liem, D.G., Bolhuis, D.P., Hu, X. and Keast, R.S.J. 2016, Short communication: Influence of labeling on Australian and Chinese consumers' liking of milk with short (pasteurized) and long (UHT) shelf life, Journal of dairy science, vol. 99, no. 3, pp. 1747-1754, doi: 10.3168/jds.2015-10516.

Attached Files
Name Description MIMEType Size Downloads

Title Short communication: Influence of labeling on Australian and Chinese consumers' liking of milk with short (pasteurized) and long (UHT) shelf life
Author(s) Liem, D.G.ORCID iD for Liem, D.G.
Bolhuis, D.P.
Hu, X.
Keast, R.S.J.ORCID iD for Keast, R.S.J.
Journal name Journal of dairy science
Volume number 99
Issue number 3
Start page 1747
End page 1754
Total pages 8
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2016-03
ISSN 1525-3198
Keyword(s) consumer
Science & Technology
Life Sciences & Biomedicine
Agriculture, Dairy & Animal Science
Food Science & Technology
Summary Sixty percent of milk consumed in China has a long shelf life (UHT), presumably because milk with a short shelf life (pasteurized) is comparatively expensive. This in contrast to Australia, where 10% of consumed milk is UHT and the price between UHT and pasteurized milk is equivalent. Whether UHT is actually more liked than pasteurized milk by Chinese consumers is unknown. However, the potential positive halo around the expensive pasteurized milk might result in Chinese consumers liking milk more when it is labeled as "short shelf-life milk." To test these hypotheses, Chinese (n=48, 20 males, 28 females, 23±7.2 yr) and Australian (n=93, 11 males, 82 females, 24±5.6 yr) consumers tasted and rated (9-point hedonic scale), in a randomized order, 3×30-mL samples of UHT milk (labeled as "long shelf-life milk," "short shelf-life milk," or "milk") and 3×30-mL samples of pasteurized milk (also labeled as "long shelf-life milk," "short shelf-life milk," or "milk"). Australian participants' liking of milk was not influenced by labeling. Regardless of what the label stated, they always preferred the taste of pasteurized milk over the taste of UHT milk. This was different for Chinese participants, who preferred the taste of UHT milk over the taste of pasteurized milk, but in general had a higher liking for any milk that was labeled "short shelf-life milk." Both Australian and Chinese were more positive about pasteurized than UHT milk. In conclusion, Chinese, but not Australian, consumers' liking of milk was guided by the positive expectations of pasteurized milk and the negative expectations of UHT milk. Further research is needed to investigate if the present findings can be extrapolated to a larger and more varied group of Chinese and Australian consumers.
Language eng
DOI 10.3168/jds.2015-10516
Field of Research 0702 Animal Production
0908 Food Sciences
Socio Economic Objective 920499 Public Health (excl. Specific Population Health) not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Wiley
Persistent URL

Document type: Journal Article
Collections: Faculty of Health
School of Exercise and Nutrition Sciences
Connect to link resolver
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 5 times in TR Web of Science
Scopus Citation Count Cited 5 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 313 Abstract Views, 3 File Downloads  -  Detailed Statistics
Created: Tue, 12 Apr 2016, 12:41:44 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact