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Consumer acceptance of novel technologies

Why to deal with this? Sciences are continuously developing and recommending new technologies in compliance with the emerging new consumer and social demands (freshness, shelf life, convenience, energy saving, waste reduction, changing age group characteristics etc.). While the consumer is delighted of the top quality foodstuffs, perception of the changing food processing technologies is not so clear-cut. As to the consumer, an unknown technology often bears risk to him (e.g. discussion on the genetically modified foodstuffs).

Figure 1 (Sijtsema et al., 2002) shows, that the personal, social and country specific features are very important in consumer acceptance.


Food perception by consumers.jpg



(Sjitsema, Linnemann, van Gaasbeek, Dagevos & Jongen, 2002)

Influencing factors on consumer acceptance

  • Risk-benefit perception
    • Perceived risk (when the risk is voluntary, consumers have a larger willingness to accept risk; consumers perceive a hazard more riskier when its consequences are largely unknown to scientific experts; familiar risks are perceived as less severe than unfamiliar ones)
    • Perceived benefit (regarding taste, price, animal welfare, health etc.; analysis of willingness to pay shows which attributes have the higher importance and utility for the consumers.)
    • Perceived naturalness
    • Moral and ethical concern (for example by biotechnology tampering with nature, playing God.)
  • Knowledge (The studies showed that consumers level of knowledge has an important role in acceptance, but only the knowledge does not lead to consumer acceptance).
  • Labelling (The labelling provides additional information about the technology and so can increase awareness and transparency).
  • Socio-demographic factors (Women are more concerned, less positive and likely to perceive fewer benefits of novel food technologies than men. The young consumers have a more positive perception to new technologies in general than the older age groups.)
  • Personal attitude (neophob or neophile attitude; personal value and motivation)
  • Trust in the source of information (the most trusted information sources are health professionals and least of all the media; European Union government is more trusted than national governments)
When is it suitable/applicable? Consumers fear the unknown the most, especially new techniques and technologies (e.g. genetically modified foods, cloning animals for food) (Bánáti, 2008). Despite efforts to strengthen public confidence in food safety, some new technologies have difficulties in spreading successfully into industrial practice. However, risk of the innovation process can be reduced when also acceptance of consumers is considered.
When is it NOT suitable/applicable? n/a
What costs are related to it (financial, time effort etc.)? The time and cost obviously depend on the scope and scale of the consumer study. A cheaper (but also less informative) alternative to conducting/commissioning own consumer acceptance studies is to look for free information available on the internet, at professional associations etc. and/or using social media to get insights into consumter attitudes.

What’s the relevant HTE output? The Hightech Europe team has carried out consumer studies in different European countries, evaluating consumer perception of food processed by novel technologies.
Whom can I talk to from the HTE team? TTZ, KÉKI

Relevant internet links ftp://ftp.cordis.europa.eu/pub/food/docs/booklet-consummer.pdf (European Commission Report on Food consumer science)

• Article on the Impact of Consumer Demands and Trends on Food Processing: http://wwwnc.cdc.gov/eid/article/3/4/pdfs/97-0408.pdf • Article on "Consumers and new food technologies": http://www.sciencedirect.com/science/article/pii/S0924224410001950 (in Trends in Food Science and Technology, available for purchase)

http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorAttitudenotes.htmlhttp://www.consumerpsychologist.com/cb_Attitudes.html • slideshow on how to influence the consumers attitude: http://www.slideshare.net/kumaravinash23/chapter-8-consumer-attitude-formation-and-change • Consumer Research Methods: http://www.consumerpsychologist.com/ftp://ftp.cordis.europa.eu/pub/food/docs/booklet-consummer.pdf (European Commission Report on Food consumer science) • Article on the Impact of Consumer Demands and Trends on Food Processing: http://wwwnc.cdc.gov/eid/article/3/4/pdfs/97-0408.pdf • Article on "Consumers and new food technologies": http://www.sciencedirect.com/science/article/pii/S0924224410001950 (in Trends in Food Science and Technology, available for purchase)

http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorAttitudenotes.htmlhttp://www.consumerpsychologist.com/cb_Attitudes.html • slideshow on how to influence the consumers attitude: http://www.slideshare.net/kumaravinash23/chapter-8-consumer-attitude-formation-and-change • Consumer Research Methods: http://www.consumerpsychologist.com/" cannot be used as a page name in this wiki.warning.png"• ftp://ftp.cordis.europa.eu/pub/food/docs/booklet-consummer.pdf (European Commission Report on Food consumer science) • Article on the Impact of Consumer Demands and Trends on Food Processing: http://wwwnc.cdc.gov/eid/article/3/4/pdfs/97-0408.pdf • Article on "Consumers and new food technologies": http://www.sciencedirect.com/science/article/pii/S0924224410001950 (in Trends in Food Science and Technology, available for purchase)

http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorAttitudenotes.htmlhttp://www.consumerpsychologist.com/cb_Attitudes.html • slideshow on how to influence the consumers attitude: http://www.slideshare.net/kumaravinash23/chapter-8-consumer-attitude-formation-and-change • Consumer Research Methods: http://www.consumerpsychologist.com/ftp://ftp.cordis.europa.eu/pub/food/docs/booklet-consummer.pdf (European Commission Report on Food consumer science) • Article on the Impact of Consumer Demands and Trends on Food Processing: http://wwwnc.cdc.gov/eid/article/3/4/pdfs/97-0408.pdf • Article on "Consumers and new food technologies": http://www.sciencedirect.com/science/article/pii/S0924224410001950 (in Trends in Food Science and Technology, available for purchase)

http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorAttitudenotes.htmlhttp://www.consumerpsychologist.com/cb_Attitudes.html • slideshow on how to influence the consumers attitude: http://www.slideshare.net/kumaravinash23/chapter-8-consumer-attitude-formation-and-change • Consumer Research Methods: http://www.consumerpsychologist.com/" cannot be used as a page name in this wiki." cannot be used as a page name in this wiki.

Online databases and tools • SurveyMonkey is a very popular European online tool for online market researches. It is available in nearly all European languages: http://www.surveymonkey.com/

• Here you find a prepared template for a consumer attitude survey with the option to create your own template: http://www.surveyonics.com/Survey/Attitude-and-Usage-Survey.aspx • SurveyMonkey is a very popular European online tool for online market researches. It is available in nearly all European languages: http://www.surveymonkey.com/ • Here you find a prepared template for a consumer attitude survey with the option to create your own template: http://www.surveyonics.com/Survey/Attitude-and-Usage-Survey.aspx" cannot be used as a page name in this wiki.warning.png"• SurveyMonkey is a very popular European online tool for online market researches. It is available in nearly all European languages: http://www.surveymonkey.com/ • Here you find a prepared template for a consumer attitude survey with the option to create your own template: http://www.surveyonics.com/Survey/Attitude-and-Usage-Survey.aspx • SurveyMonkey is a very popular European online tool for online market researches. It is available in nearly all European languages: http://www.surveymonkey.com/ • Here you find a prepared template for a consumer attitude survey with the option to create your own template: http://www.surveyonics.com/Survey/Attitude-and-Usage-Survey.aspx" cannot be used as a page name in this wiki." cannot be used as a page name in this wiki.

Where to get advice, consultancy? • private market research companies

• universities and research institutes operating departments of consumer science

Related innovation sheets Consumer attitudes, Communication strategy, Social media marketing, Target Group, Technical x launching, Management x launching

Title Consumer acceptance of novel technologies
Aspect Consumer
Latest Version 17.06.2013
Completed by NAIK EKI


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Created by Hte keki on 23 October 2013, at 23:25