Abstract：
An increasing number of consumers demand healthier, more convenient, and sustainable food products, including rice, a staple worldwide. Food manufacturers have responded to this trend by considering food\'s intrinsic and extrinsic aspects. This study evaluated the importance of variety, processing, and claims on willingness to try ready-to-eat rice (RTE-rice). It also analyses the influence of consumer attitudes on the importance of attributes and willingness to try. The results showed that processing significantly influenced willingness to try RTE-rice, revealing consumers\' greater preference for whole grain than milled rice with added bran. Claims had the least relevant importance. However, low glycaemic index had a positive impact, indicating its potential to influence consumer purchasing attitudes and promote healthier rice consumption. Additionally, three groups were created based on attitudinal factors. Naturalness-oriented and convenience-oriented groups were more likely to try RTE-rice. However, the reasons that motivate them may be different; this latter could be the ease of the service offered, while for the group focused on naturalness, they may have perceived through the ingredients and claimed that the product, despite being convenient, can bring benefits, thus perceiving them as natural.
摘要：
越来越多的消费者要求更健康，更方便,和可持续食品，包括大米,全世界的主食。食品制造商通过考虑食品的内在和外在方面来应对这一趋势。这项研究评估了品种的重要性，processing,并声称愿意尝试即食米饭(RTE-rice)。它还分析了消费者态度对属性重要性和尝试意愿的影响。结果表明，加工显著影响RTE-大米的尝试意愿，表明消费者对全谷物的偏好大于添加麸皮的碾米。索赔的重要性最低。然而,低血糖指数有积极的影响，表明它有可能影响消费者的购买态度，促进更健康的大米消费。此外,根据态度因素创建三组.以自然为导向和以便利为导向的群体更有可能尝试RTE-rice。然而,激励他们的原因可能不同；后者可能是提供服务的便利性，而对于专注于自然的小组来说，他们可能通过成分感知到，并声称该产品，尽管方便，可以带来好处，从而将它们视为自然。
