The consumer’s attitude toward genetically modified foods in Taiwan

The present study examines the factors that have influences upon benefit and risk perceptions of applying gene technology to food production, perceptions that may in turn determine the consumer’s attitude toward genetically modified (GM) foods in Taiwan. Results of structural equation modeling analysis give evidence that general attitude toward and trust in institutes and scientists performing gene manipulation have positive impacts on the perceived benefits, but knowledge has negative impacts on the perceived risks of applying gene technology to produce food products. The consumer’s attitude toward GM foods is mainly determined by the consumer’s benefit perception. Recommendations for regulating agencies and related industries in the GM food area and suggestions for future research are discussed.     

Consumers' beliefs, attitudes and intentions towards genetically modified foods, based on the 'perceived safety vs. benefits' perspective

It has been repeatedly claimed that the application of genetic engineering in the field of agricultural and food production is both beneficial and advantageous. However, biotechnology is developing in an environment where public concerns about food safety and environmental protection are steadily increasing. The present study aims at gaining an insight into Greek consumers’ beliefs, attitudes and intentions towards genetically modified (GM) food products. The objectives of this study are summarized as follows (i) to provide evidence that consumer beliefs are built around the ‘safety‐benefits’ axis, and (ii) to segment the Greek market in terms of consumer beliefs about GM food products and identify a number of clusters with clear‐cut behavioural profiles. Although the overall attitude of Greek consumers towards GM food is negative, the research very interestingly concludes that there exists a market segment of substantial size, whose beliefs about GM food appears to be positive. This finding suggests that there is not a ‘consensus’ regarding the rejection of GM foods in the Greek market as one might have expected thus ‘encouraging’ the implementation of adequate marketing strategies to target this segment of ‘early adopters’ in the first place.     

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.     

Three issues in consumer quality perception and acceptance of dairy products

It is argued that consumer quality perception of dairy products is characterised by four major dimensions: hedonic, health-related, convenience-related and process-related quality. Two of these, viz., health and process-related quality, are credence dimensions, i.e. a matter of consumer trust in communication provided. Drawing on five different empirical studies on consumer quality perception of dairy products, three issues related to the communication on credence quality dimensions are discussed: providing credible information, the role of consumer attitudes, and inference processes in quality perception. Organic products, functional products, and products involving genetic modification are used as examples.     

Consumer Attitudes Toward GMOs: The Ohio Experience

ABSTRACT: Data were collected from 902 rural and urban residents of Ohio during the winter of 2003 to assess attitudes toward the production of genetically modified (GM) plants and animals. Attitudes were assessed using Likert-type attitude statements. The theoretical perspective used in the investigation was developed from diffusion and risk perception theories. Regression modeling demonstrated that the theoretical model was very good for predicting variability in attitudes toward GM plants and animals. Approximately 61% of the variance in the dependent variable was explained by the statistical model. The findings are discussed in the context of the social acceptability of GM food and fiber products among Ohio residents.     

Irish consumer acceptance of a hypothetical second-generation GM yogurt product

This paper examines Irish consumer acceptance of second-generation GM products, defined here as those which are expected to exhibit a specific consumer-oriented benefit. Conjoint analysis was used to determine Irish consumer preferences (n = 297) for attributes of a hypothetical GM yogurt. Cluster analysis on the basis of the GM attribute revealed four segments of consumers. An “anti-GM” segment (24.4% of sample) were outright rejecters of all GM foods, while a second cluster (33.4%) specifically rejected second-generation GM products. A further 20.5% of the sample were receptive to the notion of second-generation GM products. However, this group had a number of complex reservations, which would need to be resolved before they would truly accept such products. GM foods offering specific consumer benefits were found to be acceptable to 21.2% of the sample, implying that these foods could represent a segment within the overall food market in the future.     

Neural correlates of attitudes and risk perception for food technology topics

Food technologies provide numerous benefits to society and are extensively vetted for safety. However, many technological innovations still face high levels of skepticism from consumers. To promote development and use of food technologies, it is critical to understand the psychological and neurobiological processes associated with consumer acceptability concerns. The current study uses a neuroscience-based approach to understand consumer attitudes and perceptions of risk associated with food technologies and investigate how such attitudes impact consumer’s processing of information related to food technologies. We used functional magnetic resonance imaging (fMRI) to measure brain activation while participants processed infographics related to food technology topics. For technology topics perceived as riskier (antibiotics and hormones), activation was higher in areas of the lateral prefrontal cortex that are associated with decisional uncertainty. In contrast, technology topics that were viewed more favorably (sustainability and animal welfare) tended to activate the ventromedial prefrontal cortex, a region that processes positive affect and subjective value. Moreover, for information about hormones, the lateral PFC activation was associated with individual differences in resistance to change in risk perception. These results reveal how attitudes and risk perception relate to how the brain processes information about food technologies and how people respond to information about such technologies.     

Critical Issues in R&D of Soy Isoflavone-enriched Foods and Dietary Supplements

ABSTRACT: Increasing consumer awareness of soy as a healthy food ingredient has led to a tremendous growth in sales of soy isoflavone‐enriched foods and dietary supplements in the past 3 y. Because of their weak estrogenic activity, isoflavones are believed to have preventive effects for several hormone‐dependent diseases. This article discusses some critical issues to be considered in any R&D program of novel soy and isoflavone products for the healthy‐food market, such as (1) Which isoflavone compounds should be in the product? (2) Which individual isoflavones are the most beneficial ones? (3) Can certain isoflavone groups be targeted to specific disease prevention goals? (4) Are there any safety concerns in isoflavone consumption? (5) How are isoflavones affected by thermal processing and storage? (6) How should isoflavones be analyzed? These questions may affect the choice of isoflavone source, processing conditions, quality control procedures, and marketing considerations.     

Personality traits,knowledge, and consumer acceptance of genetically modified plant and animal products

Several studies have investigated the associations between personality traits and consumer behavior, but little attention has been paid to the role of personality traits in the acceptance of genetically modified (GM) food products or knowledge concerning the application of GM technologies. We used a large Norwegian survey to investigate the associations between personality traits, knowledge about GM use in agriculture, attitudes, and willingness to pay (WTP) to avoid GM foods. Using a random effect interval regression model, we found premiums between 19% and 23% to avoid GM soybean oil, GM-fed salmon, and GM salmon. Neuroticism was associated with increased acceptance of GM soybean oil. Conscientiousness was associated with increased acceptance of GM-fed and GM salmon, and agreeableness was associated with increased aversion against these products. Conscientiousness and agreeableness were also associated with knowledge. Agreeable respondents were less likely to think that genetic modification was applied in Norwegian agriculture, and conscientious respondents were more likely to wrongly think so. Attitudes towards naturalness of foods were strongly correlated with increased WTP to avoid GM foods. Current policy restrictions concerning the use of GM technologies are likely to affect the perceived safety of GM foods. Information and more liberal regulations may change attitudes towards GM foods and reduce the resistance against GM technologies over time.     

Tasting and Judging the Unknown Terroir of the Bulgarian Wine: The Political Economy of Sensory Experience

Some Bulgarian winemakers insist that their unique terroir (taste of place) and native grapes can deliver a “distinctive” product in the global market. Such beliefs are the driving force for marginal producers to continue with their wine production in a fiercely competitive global wine market despite the lack of brand equity and cultural capital compared to the world's elite wines. How can the global consumer sense this unique “taste of place” which is itself an elusive culturally cultivated concept? What does gastronomic connoisseurship entail in a highly globalized world where knowledge of local products and taste are exchanged and experienced in a standardized way as a global foodway? Understanding these questions from the viewpoints of the Bulgarian wine sector, this article discusses the intersection of the sensory experience and the implicit global hierarchy of value that wine producers and consumers employ to objectify and communicate the subjective taste knowledge and identity of place.     

Consumer attitudes to enzymes in food production

The use of enzymes in food production has potential benefits for both food manufacturers and consumers. A central question is how consumers react to new ways of producing foods with enzymes. This study investigates the formation of consumer attitudes to different enzyme production methods in three European countries. Results show that consumers are most positive towards non-GM enzyme production methods. The enzyme production method is by far the most important factor for the formation of buying intentions compared to price and benefits. Results also show that environmental concern and attitudes to technological progress are the socio-political attitudes that have the highest predictive value regarding attitudes to enzyme production methods.     

Claiming health in food products

Health-related information is increasingly used on food products to convey their benefits. Health claims as a subcategory of these messages link the beneficial component, functions or health outcomes with specific products. For consumers, health claims seem to carry the message of increased healthiness, but not necessarily making the product more appealing. The wording of the claim seems to have little impact on claim perception, yet the health image of carrier products is important. From consumer-related factors the relevance and attitudes towards functional foods play a role, whereas socio-demographic factors have only minor impact and the impact seems to be case-dependent. Familiarity with claims and functional foods increase perceived healthiness and acceptance of these products. Apparently consumers make rather rational interpretations of claims and their benefits when forced to assess the information, but we still know relatively little about consumer understanding of the message content in claims and even less about the assessment of personal relevance of the claimed benefits. In future studies more emphasis should be put on including contextual influences and realistic conditions in assessing consumer understanding and use of health claims in purchase decisions.     

Diagonal or vertical? An empirical study of the impact of food brand logo orientation on consumers’ food perception and food attitude

This study explores the role of food brand logo orientation on consumers’ perceptions and attitudes regarding food products through four studies. Study 1 examines the effects of food brand logo orientation (diagonal vs. vertical) on consumer perceptions of food tastiness and risk. The findings suggest that diagonal (vs. vertical) food brand logos result in higher (lower) taste and risk perception in branded food. Study 2 reveals the underlying mechanisms of this effect by introducing perceived movement as a mediator between logo orientation and food perception. The results support the inference that movement is an underlying mechanism for the effect. Study 3 examines the effects of brand logo orientation and regulatory focus on consumer attitudes regarding branded food. The results suggest that for consumers with a promotion focus, a diagonal (vs. vertical) oriented logo leads to a more favorable attitude toward the food. For consumers with a prevention focus, a diagonal (vs. vertical) oriented logo leads to a less favorable attitude toward the food. Study 4 establishes validity of the above findings regarding native English speakers.     

European consumer attitudes on the associated health benefits of neutraceutical-containing processed meats using Co-enzyme Q10 as a sample functional ingredient

This study accumulated European consumer attitudes towards processed meats and their use as a functional food. A survey was set up using an online web-application to gather information on consumer perception of processed meats as well as neutraceutical-containing processed meats. 548 responses were obtained and statistical analysis was carried out using a statistical software package. Data was summarized as frequencies for each question and statistical differences analyzed using the Chi-Square statistical test with a significance level of 5% (P < 0.05). The majority of consumer attitudes towards processed meat indicate that they are unhealthy products. Most believe that processed meats contain large quantities of harmful chemicals, fat and salt. Consumers were found to be very pro-bioactive compounds in yogurt style products but unsure of their feelings in meat based products, which is likely due to the lack of familiarity to these products. Many of the respondents were willing to consume meat based functional foods but were not willing to pay more for them.     

The use of non-hypothetical experimental markets for measuring the acceptance of genetically modified foods

The findings from a study measuring consumer acceptance of genetically modified (GM) foods are presented. The empirical data were collected in an experimental market, an approach used extensively in experimental economics for measuring the monetary value of goods. The approach has several advantages over standard approaches used in sensory and marketing research (e.g., surveys and focus groups) because of its non-hypothetical nature and the realism introduced by using real goods, real money, and market discipline. In each of three US locations, we elicited the monetary compensation consumers required to consume a GM food. Providing positive information about the benefits of GM food production, in some cases, reduced the level of monetary compensation demanded to consume the GM food.     

Consumer perceptions,preferences, and behavior regarding pasture-raised livestock products: A review

Intensive cattle production is one of the primary causes of biodiversity loss. Pasture-based animal husbandry has the potential to reverse this negative trend. Pasture-raised livestock products represent a premium niche with an extra value through a cleaner environmental footprint and care for animal welfare, including wildlife. This review focuses on recent scientific findings in consumer behavior regarding pasture-raised products. A systematic literature search was conducted in online databases using a fixed search term. Thirty-nine relevant consumer studies published between 2000 and 2019 in the English language were selected for the review. The Alphabet Theory was applied as a theoretical framework to analyze the findings.Consumer behavior regarding pasture-raised products is largely defined through health and environmental attitudes and depends substantially on the context of a purchase decision. There are a variety of consumer groups willing to pay a premium for a pasture-raised attribute even on top of an organic price premium. Consumer knowledge of the subject is rather low and confusion exists regarding the terminology: consumers often mistake the production system behind pasture-raised products for organic or conventional. This calls for communication of the environmental and social benefits of pasture-based production and the importance of individual food choices. This article is the first to review scientific consumer studies on perceptions, preferences, behavior regarding and willingness to pay for pasture-raised products. Further research, especially research based on real market data, is recommended to explore the effect of specific environmental attributes, social and personal norms, informational content, and product types on consumer preferences and willingness to pay for pasture-raised products.     

口感定制酒的研究

白酒属嗜好性食品,也是饮食文化的一个组成部分,白酒企业在生产过程中要以市场为导向,以满足消费者需求为目的。如何才能做到这一点,使产品得到顾客的满意和认可,是值得酿酒企业深入探讨的问题。因此,在产品生产设计方面,搞好市场调研,了解区域消费者差异,严把产品质量关,才能更好的生产出适销产品。     

Potential applications for virtual and augmented reality technologies in sensory science

Sensory science has advanced significantly in the past decade and is quickly evolving to become a key tool for predicting food product success in the marketplace. Increasingly, sensory data techniques are moving towards more dynamic aspects of sensory perception, taking account of the various stages of user-product interactions. Recent technological advancements in virtual reality and augmented reality have unlocked the potential for new immersive and interactive systems which could be applied as powerful tools for capturing and deciphering the complexities of human sensory perception. This paper reviews recent advancements in virtual and augmented reality technologies and identifies and explores their potential application within the field of sensory science. The paper also considers the possible benefits for the food industry as well as key challenges posed for widespread adoption. The findings indicate that these technologies have the potential to alter the research landscape in sensory science by facilitating promising innovations in five principal areas: consumption context, biometrics, food structure and texture, sensory marketing and augmenting sensory perception. Although the advent of augmented and virtual reality in sensory science offers new exciting developments, the exploitation of these technologies is in its infancy and future research will understand how they can be fully integrated with food and human responses.Industrial relevanceThe need for sensory evaluation within the food industry is becoming increasingly complex as companies continuously compete for consumer product acceptance in today's highly innovative and global food environment. Recent technological developments in virtual and augmented reality offer the food industry new opportunities for generating more reliable insights into consumer sensory perceptions of food and beverages, contributing to the design and development of new products with optimised consumer benefits. These technologies also hold significant potential for improving the predictive validity of newly launched products within the marketplace.     

Perceived relevance and foods with health-related claims

Although consumer perception of the health claims and nutrition information has been studied widely there is relatively little understanding about the motivational factors underpinning claim perception. The objective of this study is to investigate how levels of perceived relevance influence consumers’ responses to health claims that either promise to reduce a targeted disease risk or improve well-being in comparison to other types of health-related messages, and how attitudes towards nutritionally healthy eating, functional food and previous experience relating to products with health claims affect the consumers’ perceptions of nutrition and health claims. The data (N = 2385) were collected by paper and pencil surveys in Finland, the UK, Germany and Italy on a target group of consumers over 35 year old, solely or jointly responsible for the family’s food shopping. The results showed that relevance has a strong influence on perceptions of personal benefit and willingness to buy products with health claims. However the impact of relevance is much stronger when the health risks are relevant to self than when it is relevant to those close to oneself, especially when the claim promises a targeted risk reduction with detailed information about function and health outcome. Previous experience with products with health claims and interest in nutritionally healthy eating promoted the utility of all claims, regardless of whether they were health or nutrition claims. However, to be influenced by health claims consumers also need to have a positive attitude towards functional food products.