Consumers’ willingness to pay for upcycled foods

Research on food waste reduction suggests that solutions aimed at reducing waste early in the consumption cycle are the most impactful. Based on this premise, food research labs and food manufacturers have started creating and selling foods made from food ingredients that are generally discarded. Such foods, termed upcycled foods, are safe for human consumption and provide a promising solution to reduce food waste. However, the commercial success of this new category of foods will depend on consumers’ acceptance. This research examines a key indicator of acceptance – consumers’ willingness to pay. We find that although consumers are willing to pay less for upcycled foods compared to conventional alternatives, messaging increases consumers’ willingness to pay. Specifically, we find that rational messaging is more effective than emotional messaging. Overall, our findings suggest that upcycled foods may command good acceptance among consumers.     

Acceptance and willingness to pay for health-enhancing bakery products – Empirical evidence for young urban Russian consumers

Our study provides first empirical evidence on young Russian consumers’ attitudes towards novel functional bakery products. We employ two different bakery products, namely bread rolls and biscuits, in our experimental auctions. Both products are derived from purple wheat, an old wheat variety that is naturally rich in anthocyanins (ACNs). ACNs are assumed to possess anti-inflammatory, anti-cancer, anti-diabetic and ocular-health-enhancing properties. Participants are 207 students aged 18–30 years from Moscow and Irkutsk. Our results indicate a low level of knowledge about ACNs among participants. However, our results also show that in the presence of information about the health-enhancing characteristics most participants value these products over base products. Our findings also reinforce the idea that the base product matters. Purple wheat bread rolls were better accepted than purple wheat biscuits. Moreover, our results also highlight that the information strategy matters. Participants in our study exhibited a higher willingness to pay for purple wheat biscuits under an old variety information scenario in comparison to an anthocyanin information scenario. Moreover, while our results indicate no significant difference in the perception of the anthocyanin attribute between the two cities, the perception of old grain variety products was slightly different. The share of respondents considering old variety products as healthy was significantly higher in Irkutsk, whereas the share of respondents considering these products as exclusive was significantly higher in Moscow. Thus, while planning future marketing strategies such differences in underlying motives should be taken into account.     

Consumers’ expectations and willingness-to-pay for local animal products produced with local feed

What is local food? To answer this question, past consumer research focused on a definition based on distances between the point of production and the point of purchase or political and landscape boundaries. Nonetheless, there are few findings about what consumers expect or know about the origin of input factors for locally labelled products. Most consumers do not know that animal food production in Europe is dependent on protein feed imports from third countries that come with negative environmental effects. Local supply chains with domestic protein feedstuffs are only economically feasible when consumers pay higher prices. This study analyses whether consumers are willing to pay higher prices for the use of local feed in local products. For this purpose, a German wide survey of 1602 consumers in food retail shops was carried out. The findings reveal a high potential demand for local animal products produced with local feed.     

How does animal welfare taste? Combining sensory and choice experiments to evaluate willingness to pay for animal welfare pork

Although consumers show considerable interest in higher animal welfare, the market share for such products remains low. To provide consumers with a choice regarding different levels of animal welfare, animal welfare labels have been developed. Such product options are intended to serve as intermediate products between conventional products and more expensive organic options that are often associated with high animal welfare standards. This study aims to evaluate whether information about animal welfare practices affects consumers’ liking and willingness to pay (WTP) for a pork product. Using a within-subject design with three evaluation rounds (blind, expectation, and full information) we combine hedonic liking where subjects rate four different types of ham with a choice experiment. Hams differ in the animal husbandry conditions during the rearing and fattening process: conventional rearing, a specific treatment of mother sows, a general animal welfare label, and organic production. Results show an effect of information on consumers’ sensory evaluation of the different products, although products were evaluated to be similar in the blind condition. Consumers rated the organic product higher than those with animal welfare labels while the conventional option had the lowest liking scores. Results from the choice experiment concur with the hedonic rating. Estimates indicate that consumers are willing to pay more for ham bearing a general animal welfare or organic label in the expectation and full information condition. Consequently, information regarding animal welfare affects both consumers’ hedonic liking and WTP for ham.     

Analysis of urban consumers’ willingness to pay a premium for African Leafy Vegetables (ALVs) in Kenya: a case of Eldoret Town

This study surveyed urban consumers in Eldoret Town, Kenya to determine the willingness to pay (WTP) a premium for African leafy vegetables (ALVs) and the underlying determinants using the semi-double bounded contingent valuation choice and logit models, respectively. Consumers generally preferred ALVs to exotic leafy vegetables and were willing to pay an average premium of 79 % for them: 88 % and 70 % in open air and supermarkets, respectively. The WTP premium was positively influenced by age, presence of children in the household, years of schooling of the household decision maker and the number of years the consumers had been consuming ALVs. Implications for policy are drawn.     

Consumers’ perception of bakery products with insect fat as partial butter replacement

Including insect ingredients into familiar food products could be a step in enabling a higher acceptance of insects in Western countries. This study investigates the potential of bakery products containing black soldier fly larvae fat (BSF LF) as an ingredient. Sensory and emotional profiling, WTP, liking and product preference were examined for cakes, cookies, and waffles by a total of 344 respondents. Each bakery product was formulated with 0%, 25% and 50% BSF LF as butter substitute. Results showed that BSF LF can replace 25% of butter in these bakery products without changing the overall food experience and liking. In waffles, the substitution might even be up to 50% without influencing consumer’s acceptance. The attributes related to texture and color were hardly affected indicating that this insect fat provides a similar structure and functionality to bakery products as compared with butter. Future research should explore the use of refined BSF LF to reduce off-flavors perceived in formulations containing a higher percentage of insect fat.     

Consumers’ sensory acceptability of pork from immunocastrated male pigs

Boar taint is the off-odour or off flavour of cooked pork. Currently, the most common method of controlling boar taint is surgical castration. However, immunocastration has been used in some parts of the world as an alternative to surgical castration. The aim of this study was to evaluate the sensory acceptability of meat from immunocastrated pigs (IM) compared with meat from females (FE), surgically castrated (CM) and entire males (EM). Twenty animals of each type were evaluated by 201 consumers in 20 sessions. Longissimus thoracis muscle of the different animals was cooked in an oven at 180 °C for 10 min. Consumers scored the odour and the flavour of the meat in a 9-point category scale without an intermediate level. There were no significant differences in consumer’s evaluation of meat from IM, CM, and FE. In contrast, EM meat presented a higher percentage of dissatisfied scores and was significantly (P < 0.05) less accepted than meat from CM, IM and FE. Consumers’ acceptability of EM meat was always lower, independently of its androstenone levels. However meat with low levels of androstenone was more accepted that meat with medium or high levels of this substance. It can be concluded that immunocastration produced pork that was accepted by the consumers, and was indistinguishable from pork from CM or FE.     

What are domestic apples worth? Hedonic responses and sensory information as drivers of willingness to pay

The effects of written information of key sensory characteristics of apple cultivars on hedonic ratings and willingness to pay (WTP) were measured in an experimental auction. Participants (n = 118, 95F, 23M, mean age 37 y.) rated, in three subsequent rounds, pleasantness and WTP based on (1) appearance only (n = 25), (2) appearance, written information and tasting (n = 44), or (3) appearance, tasting and written information (n = 49). Four domestic cultivars were described as medium sour and crispy (‘Amorosa’), sour and medium crispy (‘Konsta’), medium sweet and medium crispy (‘Lobo’) and sweet and medium crispy (‘Tobias’). The differences between the cultivars in pleasantness and WTP were minimal when the evaluation was based on appearance only. The effect of tasting after visual inspection was positive in three cultivars and negative in one (‘Konsta’). Written information after tasting did not affect pleasantness or WTP. For one cultivar (‘Tobias’), information given before tasting created expectations that were not fulfilled, thus tasting decreased hedonic ratings and WTP. Mean WTP was 2.36 euro/kg. When pleasantness increased by one point, WTP increased by 0.31–0.45 euro/kg. Regression models showed that pleasantness explained 38–55% of WTP. Respondents who reported consuming domestic apples more often than once a week had 0.52–0.74 euro/kg higher WTP than those who consumed them less frequently, suggesting that familiarity with the product increases WTP. Results indicate that both written information and tasting contribute to the ratings of pleasantness and WTP.     

Consumers’ attitudes towards and acceptance of 3D printed foods in comparison with conventional food products

Little research currently exists in the literature on consumers’ perceptions of 3D printed foods; thus, present research aimed to investigate this topic. Two focus groups (n = 8 and 12) were conducted to identify what consumers believe about 3D food printing. Responses from the focus groups were used to create an online survey investigating consumer attitudes towards 3D printed foods in comparison with conventional foods, as well as consumer beliefs about 3D food printing. Based on the results of the survey, three clusters were identified: the markedly interested cluster (n = 140), moderately interested cluster (n = 98) and the not interested cluster (n = 91). The markedly interested cluster wanted to know more about 3D printed food, and believed it could reduce the cost of food and benefit people in the future. The moderately interested cluster was excited to try printed food. Conversely, the third cluster believed 3D printed foods were unacceptable and not safe to consume.     

Do labels that convey minimal,redundant, or no information affect consumer perceptions and willingness to pay?

With more labels appearing on food products, it becomes questionable how many add relevant information to consumers. Some products have labels conveying no, redundant, or minimal information, while others have multiple labels that contain overlapping information. The expansion of these types of minimal-information labeling suggests a perception among marketers that labels improve consumers’ perceptions and increase willingness to pay (WTP). Using watermelons, field experiments with 328 participants were conducted to estimate WTP differences between (1) a product with a minimal-information label and no label; and (2) a product with a minimal-information label with and without an overlapping label. While the minimal-information label added nothing new about the origin of the watermelon (redundant information), added minimal information on taste, and provided no mention of food safety (no information), perceptions among participants of all these attributes positively and significantly increased in both label comparisons. The WTP for the product with a minimal-information label also increased, demonstrating consumers will sacrifice real money for products with these labels. The evidence suggests that labels have capabilities to shape perceptions and influence WTP even beyond those attributes they make a claim regarding.     

The development of wood technology and technology developments in the wood industries—from history to future

The term technology is frequently used in every-day communication and in the specific areas of producing goods and providing services. Technology comprises the science of knowledge and usage of tools and techniques or its systems, methods, organization and material products thereof. The meaning of the word technology itself as well as the specific meaning of the term wood technology has changed over the past centuries of industrialized production systems. The current paper analyses the development of wood technology over a period of about 300 years. Based on various COST Actions and the European Forest-sector Technology Platform current topics of wood technology are addressed and a future outlook is given.     

Consumers’ attitude towards food by-products: the influence of food technology neophobia,education and information

The aim of the present study was to investigate how food technology neophobia level, socio-economic variables and information about novel foods and technologies may affect consumers’ attitude towards uses of food by-products in relation to positive effects on environment and consumers’ health. Results suggested that education and, most of all food technology neophobia and information, can be critical factors in facilitating the widespread adoption of new food technologies. Moreover, positive attitudes towards food by-products were found, even in people characterised by a greater food neophobia and lower education level. These positive attitudes could be considered a starting point for the food industry to design novel recycling strategies of food by-products in the perspective of the circular economy.     

Novel metabolites from cereal-associated lactobacilli – Novel functionalities for cereal products?

Predictions from genome sequence data of sourdough lactobacilli, novel applications of known metabolic traits such as glycansucrases, as well as the exploitation of biodiversity of lactobacilli from traditional fermentations remain an important resource for identification of novel metabolic traits of lactobacilli for use in bread production and the production of value-added food ingredients. Cornerstones of heterofermentative lactic metabolism in cereal fermentations are the rapid utilization of maltose as preferred carbon source, and the production of lactate, CO₂, and the alternative products ethanol and acetate. This review will highlight selected novel aspects of carbohydrate metabolism that are related to the production of maltose and the utilisation of lactate by lactobacilli in cereal fermentations. Several species of lactobacilli convert glycerol and lactate to 1,3 and 1,2 propanediol, respectively. Both metabolic pathways are relevant for food preservation as reuterin is an intermediate of 1,3 propanediol formation, and 1,2 propanediol is further converted to propionate. Glycansucrases, disaccharide hydrolases and disaccharide phosphorylases catalyse oligosaccharide formation from sucrose, maltose, or lactose. Lactobacilli in sourdough generally harbour several enzymes capable of oligosaccharide formation from disaccharides. Oligosaccharide formation by sourdough lactobacilli can be exploited for fermentative production of novel oligosaccharides in bread and a wide spectrum of other food applications.     

Parents’ mental associations with ultra-processed products for their infant children: Insights to improve complementary feeding practices

Increasing consumption of ultra-processed products from early age has raised growing concerns. In this context, the aims of the present work were: i) to explore the automatic mental associations raised by packages of ultra-processed products among parents of children under 12 months of age, ii) to estimate the valence of the affective reactions elicited by ultra-processed products, and iii) to explore the influence of socio-demographic variables and feeding styles on the valence of parents' associations with ultra-processed products. A total of 419 parents of children under 12 months of age were recruited at 20 health facilities that offer well-child services, selected using probability proportional to size sampling based on the number of births at each institution. Participants were presented with the labels of six ultra-processed products (corn snack, frankfurters, milk dessert, orange juice, wafer cookies, yogurt) and were asked to indicate the first words that came to their mind. The products raised mixed mental associations, which were mainly related to pleasure and health. Responses from the majority of participants (61–82%) evidenced negative associations with corn snacks, frankfurters and wafer cookies, whereas responses from 35 to 45% of the participants suggested a positive affective reaction towards orange juice, milk dessert and yogurt. Likelihood of having a positive affective reaction towards the evaluated ultra-processed products was higher for parents of 1 to 4 months infants, as well as those from low educational level and low socio-economic status. In addition, beliefs about three feeding practices (restriction on diet quality, indulgence in screen use and pressure for finishing) significantly influenced the valence of the associations. Results from the present work suggest the need to implement regulatory measures to reduce positive associations with ultra-processed products among parents and contribute to reduce their consumption among infants.     

Role of unfamiliarity and information on consumers’ willingness to try new healthy foods

The purpose of this paper is to examine the role of type of unfamiliarity and information on willingness-to-try unfamiliar healthy native foods in males and females. Specifically, the intuition of “healthy = not tasty” is investigated by probing into the effect of high and low taste expectations in the presence and absence of information on health benefits. Defining Type of unfamiliarity of a dish based on its ingredient and format is a unique contribution of this research. This paper uses a 3 * 2 * 2 full factorial experimental design (Type of unfamiliarity * Health Benefits * Taste Expectations; n = 367). ANCOVA was performed to analyse the quantitative data. Findings suggest that the information on health benefits or taste expectations does not have a main effect on willingness to try a new healthy native food, in both males and females. Type of unfamiliarity does not matter for males but females consider it important to try a new food. Males may possibly be inclined towards choosing healthy foods that set high taste expectations; however, providing information on health benefits may lower their interest levels.     

Consumers’ expectation and liking for cheese: Can familiarity effects resulting from regional differences be highlighted within a country?

Consumers’ food choices are affected by various factors whose study is of interest for food industry. This paper aims to investigate the influence of familiarity on the expectation and liking of Maroilles cheese among consumers familiar and unfamiliar with the product in France. It specifically focuses on two elements of the familiarity: consumption frequency and knowledge and studies their interactions. A hedonic test on Maroilles cheeses was carried out with 305 consumers from Lille city (familiar with Maroilles cheese) and from Angers city (unfamiliar). The test included three conditions: blind (tasting without any information), expected (no tasting, presentation of the photo of the packaging) and informed conditions (tasting + presentation of the photo of the packaging). A questionnaire was also administrated to assess their socio-demographic information, theoretical knowledge and consumption habits related to Maroilles cheeses. Results show that, as expected, Lille consumers eat more Maroilles and show higher liking scores for this cheese than Angers consumers do. Lille consumers outperform Angers consumers on their knowledge score and an interaction between the levels of knowledge and exposure is observed: Lille consumers with the higher level of knowledge have higher expectations of Maroilles cheese than Lille consumers with the lower level of knowledge. This effect is not observed with Angers consumers. Moreover, consumers familiar with Maroilles based their hedonic judgment mainly on intrinsic cues (tasting) whereas consumers unfamiliar with Maroilles are more influenced by extrinsic cues (packaging). Familiarity affects how consumers use available information to form product quality judgement.     

Effect of multiple extrinsic cues on consumers’ willingness to buy apples: A scenario-based study

Price, origin, and type of production are all known to influence consumer choices when it comes to fresh food. However, the interactions between these factors have received limited attention in the food choice literature. With the growth of online grocery shopping services, another under-investigated issue is the willingness to buy (WTB) fresh food products sold online. Our aim was to partially fill these gaps, by applying a scenario-based methodology. We exposed 324 individuals to 54 scenarios describing a situation in which a character goes to buy apples. The scenarios featured all possible combinations of four within-participants factors: purchase site (traditional market or online grocery shopping service), origin (within 50 km of the character’s home, elsewhere in France, or foreign country), price (low, average, or high), and type of production (organic, sustainable or conventional farming). For each scenario, participants rated their WTB for the apples on sale. Analyses conducted on the whole sample showed that consumers’ WTB was higher for locally grown, organic, and low-priced apples. Furthermore, cluster analysis revealed three consumer segments with different behavioral profiles. Price-sensitive consumers’ WTB was higher for imported apples at a low price than for local apples at a high price. Non-online consumers unconditionally rejected the online grocery shopping service regardless of the apples’ price, origin, and type of production. Organic consumers were more willing to buy imported organic apples than domestic conventional ones. Hence, consumers’ preferences for domestic products should be interpreted in the light of factors such as price and type of production.     

Are Australian wine consumers willing to pay for the expert service of wine retailers?

Retailing is continually evolving with different strategies used over time. In this era of customer relationships building, this study investigated an innovation gap; about Australian consumers' willingness to pay (WTP) a premium for the expert service of wine retailers. The study objectives were to evaluate factors that influence WTPs of wine retailers and to measure WTPs. A 2099 usable survey was obtained Australia-wide. The contingent valuation method was used to elicit the willingness of consumers. The data were analysed using the ordered probit model. On average, the premium respondents indicated WTP was $0.60 for the expert service of wine retailers. This study found that consumers are willing to pay for the expert service of wine retailers, and that consumers rely on the use of risk reduction strategy not only because of their perception of risk but they are also more desirous of wine knowledge and are willing to acquire it, even at a cost. This makes a strong case for the development and provision strategies of store dynamic elements such as expert service. The study has limitation as it is exploratory and cross-sectional. Confirmatory and longitudinal surveys amongst others are recommended.