Enhancing consumer acceptance of new processing technologies

The acceptance of a technology depends on the consumer's perception of benefits and risks. These include the impact of the technology on taste, convenience, nutritional value, the perceived safety of the process or technology, the magnitude of the risk the technology reduces, and the effect of the technology on the environment. Public acceptance is influenced by perceived credibility of data, rigor of regulatory policy, impartial action of regulators, and demonstrated responsibility of industry. This paper will focus on consumer demand and response to new technologies.

Industrial relevance

New technologies that successfully address technical problems may face barriers in marketing and consumer acceptance. This paper highlights factors to consider in the development and introduction of products processed by unfamiliar or controversial technologies.