Perceptions and Determinants of Consumers' Willingness to Buy (WTB) Fermented Rice Bran-enriched Beverages in Eastern Visayas, Philippines

Rice bran contains health-beneficial components, which are enhanced during the fermentation process. Fermented rice bran (FRB) can be used as an adjunct ingredient to enhance the nutritional value of foods. The study aimed to assess the perceptions and determinants of consumers’ willingness to buy (WTB) FRB-enriched beverages in Eastern Visayas, Philippines.A face-to-face survey was conducted with 402 respondents, which was proportionally distributed in the six provinces of Eastern Visayas. Descriptive analysis was used to analyze the respondents’ socio-demographic characteristics, awareness, perceptions, and WTB FRB-enriched beverages.Binary logistic regression analysis was employed to analyze the factors affecting the willingness of the consumers to buy FRB-enriched beverages. Results revealed that almost all respondents were unaware (96%) of FRB and FRB-enriched beverages, which could be primarily because using FRB in food applications is a new concept in the Philippines. In spite of their high level of unawareness, they generally had positive perceptions of FRB-enriched beverages such as being healthy and nutritious and having a good taste. Many also were willing to buy FRB-enriched beverages when made available in the market. Regression analysis showed that married couples were 0.61 less likely to buy FRB-enriched beverages than single and widow/widower individuals.Those who are aware of FRB-enriched beverages were 2.77 times more likely to buy FRB-enriched beverages than those who are not aware. Likewise, the odds that the consumers who are aware of FRB and its health benefits will buy the product was 3.41 times more than those who are not aware. Further results revealed that consumers who perceived that FRB-enriched beverages have good taste were 3.58 times more likely to buy the product than those individuals who perceived that the products do not have a good taste.