Consumer perceptions of foods processed by innovative and emerging technologies: A conjoint analytic study

Conjoint analytic surveys were administered to 225 potential consumers of foods processed by innovative and emerging food technologies in order to assess the factors contributing to their interest in using such products. Respondents included 1) a consumer panel of civilian lab employees, 2) shoppers in a mall in the northeastern U.S., and 3) U.S. military troops on training exercises. Respondents rated their interest in 49 different food product concepts that varied in food type, processing or production technology, costs, benefits, risks, endorsing agencies, and product information. Results showed that the relative importance of factors did not vary greatly among the consumer groups. Perceived risks associated with the technologies were the most important factors influencing interest in use. Among the emerging technologies assessed, irradiation and genetic modification resulted in the greatest negative effect on likely use, while high pressure processing produced the most positive effect. The term “cold preservation” had positive associations for all groups, but “minimally processed” had negative associations. Implications of the data for the marketing of foods processed by innovative and emerging technologies are discussed.Industrial relevanceThe food industry is currently interested in a variety of novel production and processing technologies that may result in economical and improved quality products. However, consumer attitudes toward and conceptions of these new technologies can greatly influence their success in the marketplace. The results of this study show that “perceived risks” of the technologies are the most important determinant of interest in their use by consumers. This and other data uncovered in this study suggest that industry must be vigilant in their knowledge of consumer attitudes toward these processes in order to avoid unexpected failure of these products upon market introduction.