Story Completion technique was used to investigate the perception of consumers (n = 326) from different regions of Brazil about cheeses sold at open markets. Consumers were divided into low-risk (would buy the cheese) and the high-risk (would not buy the cheese) groups based on the outcome of the story. In the low-risk group, the consumers from North and Southeast regions would buy the products due to the quality and technology, while those from Northeast, Midwest, and South regions due to the sensory aspects. In the high-risk group, the consumers from the South region would not buy the cheese due to the hazard, and those from the Northeast region due to its negative sensory aspects. The consumers from the Southeast and South regions would not buy due to the lack of certification and quality, while those from the North and Midwest regions for not knowing the origin of the products. Practical applicationsThis was the first study to apply the Story Completion technique in a food-related study.This methodology demonstrated to be useful to separating the consumers based on their risk perception about cheeses sold at open markets. Furthermore, it was able to reveal differences in consumer perception about the products for each region of the country.

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