Studies on emotions linked to sensory characteristics to understand consumers’ choice behaviour have grown in number rapidly. Internal consumer behaviour variables, namely mood, familiarity, acceptability, and attitude (MFAA), have been found to influence emotional response. The aim of this paper was to determine the impact of MFAA on consumers’ emotional responses towards chocolate as well as the effect of the sensory characteristics of chocolate on consumers’ emotional responses. Upon ethical approval, three chocolates were selected by a trained sensory panel based on 14 sensory attributes regarded relevant. Screened respondents (n = 149) completed an online survey based on the tasting of the chocolates by means of a home-use test (HUT). The questionnaire captured consumers’ mood (Quick mood scale), familiarity (QFFQ), acceptability (FACT), the sensory characteristics of the chocolate samples and emotional response (EsSense25 Profile), and lastly attitude (ACQ). Descriptive and inferential statistics were examined to answer the hypotheses of the study. The findings indicate that emotions are related to the bitter sensory attributes of chocolate and that this emotional response is influenced by MFAA variables, supporting the known fact that consumer behaviour is complex and multi-dimensional. Internal consumer behaviour variables play an important role in the emotions experienced during the consumption of chocolate. Investigating the relative importance of consumer behaviour components in sensory studies could allow for the design of food products such as chocolates based on a more “holistic” view of the consumer.

Taste sensitivity can have a significant impact on consumers’ food choices. Consumers’ taster status and emotions can be guided by sensory information of sugared products. This paper aimed to develop emotional lexicons for sugar-free chocolates based on consumers’ taster status applying the check-all-that-apply (CATA) methodology. South African respondents’ (n = 153) bitter perception was evaluated with n-propylthiouracil (PROP) paper strips. Respondents received one sugar-free dark chocolate and one sugar-free milk chocolate and completed an electronic questionnaire. Respondents mainly purchased chocolate for its flavour, and enjoyed the taste of the sugar-free dark chocolate more than sugar-free milk chocolate. The non-tasters (>50%) chose positive emotions for sugar-free milk chocolate, while the medium tasters, selected more positive emotions for dark chocolate. The supertasters selected the most negative emotions for the sugar-free dark chocolate. Practical significant associations were found between the non-tasters and the emotion guilty, as well as between the supertasters and the emotions, discontented and disgust. Each taster status requires the development of a distinctive lexicon to be emotionally satisfied by sugar-free products.

The current challenging economic environment and move towards healthier choices are causing behavioural changes among consumers as they are shifting towards more economical purchases and perceived healthier chocolate products. To match consumers’ recent expectations and stay competitive in the local confectionary market, the determination of sensory attributes of representative products by a trained panel provides key information for product development and marketing. Therefore, the aim of this paper is to determine the sensory profile of selected milk chocolates applying the RATA (rate-all-that-apply) methodology. A sweet aroma and flavour, cocoa powder and milky flavour as well as a creamy mouthfeel were moderately to very experienced for all the chocolate samples. The extracted factors for the milk chocolates included mouthfeel (texture), bitterness and sweetness. Chocolates 1 (artificially sweetened), 3 (imported indulgence) and 6 (everyday luxury) were identified as representative sensory profiles for milk chocolate as they varied between low, medium and high-intensity ratings for various attributes and could serve as a prototype for future product development. An understanding of the intensity of sensory attributes within this food category could assist the local confectionary market towards extending product offerings by including more economical and healthier products.

Financially empowered women play vital roles in supporting their families and communities, contributing to broader societal benefits, including improved education, better health outcomes, and reduced child mortality. Employed females (EFs) face the challenge of balancing work, household responsibilities, and other commitments, which can impact their overall well-being. This study explores the challenges EFs encounter and the coping strategies they adopt, particularly during purchasing decision tasks. The results presented were part of a larger research project that included similar independent qualitative and quantitative studies. An exploratory qualitative study involved four EF focus groups that identified and described challenges and coping strategies until data saturation was achieved. Furthermore, an exploratory quantitative study (N = 255) was conducted among EFs using online questionnaires, providing descriptive insights. Across both phases, time and financial constraints emerged as the primary challenges. While many EFs utilised adaptive coping strategies-such as seeking support, planning purchases, and shopping online-some resorted to less sustainable behaviours, including overpaying for convenience, relying on fast food, and exhibiting fight-or-flight responses. These findings underscore the need for strategies that foster psychological well-being, potentially enhancing EFs' ability to manage stress, maintain productivity, and strengthen self-efficacy, ultimately supporting psychological and social well-being.