Are consumers willing to pay for a product processed by emerging technologies? The case of chocolate milk drink processed by cold plasma

Coutinho, Nathália M.; Silveira, Marcello R.; Guimarães, Jonas T.; Fernandes, Leonardo M.; Pimentel, Tatiana Colombo; Silva, Márcia C.; Borges, Felipe Azevedo; Fernandes, Fabiano Ándré Narciso; Rodrigues, Suelí; Freitas, Mônica Q.; Esmerino, Erick A.; Cruz, Adriano G.

doi:10.1016/j.lwt.2020.110772

Cited by 25 publications

(26 citation statements)

References 17 publications

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“…Consumers are generally not willing to pay premium prices for products subjected to new technologies, and therefore, higher prices may be a barrier for them (Coutinho et al . 2021). In this study, consumers had a relatively low income (40% earned up to 3 salaries), which can justify the neophilic attitude but the little innovativeness.…”

Section: Resultsmentioning

confidence: 99%

“…The lack of perceived benefits may result in concerns about the need and usefulness of novel technologies and negative perceptions by consumers (Coutinho et al . 2021). Furthermore, it may be perceived as only industry benefits (Grunnert et al .…”

Section: Resultsmentioning

confidence: 99%

“…Consumers may reject products subjected to innovative food processing technologies for several reasons, including safety, ethical and environmental aspects (Coutinho et al . 2021). Therefore, evaluating consumer perception of a food product is paramount to avoid that innovation fails to gain any success on the market, help identify barriers that affect consumer acceptance and improve the strategies to adopt the technology (Coutinho et al .…”

Section: Introductionmentioning

confidence: 99%

“…Therefore, evaluating consumer perception of a food product is paramount to avoid that innovation fails to gain any success on the market, help identify barriers that affect consumer acceptance and improve the strategies to adopt the technology (Coutinho et al . 2021). The evaluation of the product in its commercial package may reflect the consumer perception about the products on the supermarket shelves.…”

Section: Introductionmentioning

confidence: 99%

“…2020) or cold plasma (Coutinho et al . 2021). However, no previous studies evaluated the consumer perception of dairy products subjected to UV‐C as far as the authors know.…”

Section: Introductionmentioning

confidence: 99%

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Consumer innovativeness and perception about innovative processing technologies: A case study with sliced Prato cheese processed by ultraviolet radiation

Delorme

Pimentel

Freitas³

et al. 2021

Int J of Dairy Tech

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Brazilian consumers' innovativeness and motivation to eat new foods were evaluated using a new scale and conventional or UV‐C‐treated sliced Prato cheeses with or without a labelled claim in the package. The proposed scale (16 statements) showed discriminant (heterotrait–monotrait ratio values <0.85) and convergent (average variance extracted >0.6) validity and adequate reliability (composite reliability >0.8). Consumers (n = 395) tend to show neophilic attitudes and innovativeness towards new foods or familiar foods with new ingredients if new sensory characteristics and quality assurance were provided. It is found that the highest acceptance, purchase intention and perceived safety and quality can be achieved with UV‐C‐treated cheese with labelled claim.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…2020) or cold plasma (Coutinho et al . 2021). However, no previous studies evaluated the consumer perception of dairy products subjected to UV‐C as far as the authors know.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Consumer innovativeness and perception about innovative processing technologies: A case study with sliced Prato cheese processed by ultraviolet radiation

Delorme

Pimentel

Freitas³

et al. 2021

Int J of Dairy Tech

View full text Add to dashboard Cite

show abstract

Impact of front‐of‐pack labels in chocolate bars and soft drinks on consumer perceptions: A cross‐sectional study using free word association

et al. 2022

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Food packaging is a factor used to attract consumer attention and generate sensory and hedonic expectations. Most food packaging use conventional labels having the nutritional table as the main component; however, other alternatives such as the traffic light (TL) and warning labels have been proposed to the food industry as an alternative to improve the consumer interpretation related to food products. This study aimed to understand the effect of two front-of-pack labels (TL and warning models) on consumer perceptions and purchasing intention using free word association. A cross-sectional study with 551 volunteers was carried out using chocolate bars and soft drinks having conventional labels and front-of-pack labels. Results from volunteers using free word association show that front-of-pack labels did not impact the

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The influence of packaging colour on consumer expectations of coffee using free word association

et al. 2022

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Coffee packaging colour is a factor used to attract consumer attention and generate sensory and hedonic expectations. This study aimed to understand the effect of colour packaging on consumer expectations. A cross-sectional study with 432 volunteers was carried out using coffee packaging with black, red, green and yellow colours.Each coffee packaging was compared with another similar coffee packaging having the opposite colour in the chromatic circle (white, light blue, pink and dark blue colours). Results from volunteers using free word association show that important attributes related to coffee could be induced in the volunteers using food packaging with black, red and green colours. Furthermore, the white colour can also be used in coffee packaging; however, this colour was not correlated with warm products as expected in coffee. Finally, coffee packaging having pink, light and dark blue, as well as yellow colours was rejected by the volunteers, suggesting that those colours should be avoided in packaged coffee.

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Are consumers willing to pay for a product processed by emerging technologies? The case of chocolate milk drink processed by cold plasma

Cited by 25 publications

References 17 publications

Consumer innovativeness and perception about innovative processing technologies: A case study with sliced Prato cheese processed by ultraviolet radiation

Consumer innovativeness and perception about innovative processing technologies: A case study with sliced Prato cheese processed by ultraviolet radiation

Impact of front‐of‐pack labels in chocolate bars and soft drinks on consumer perceptions: A cross‐sectional study using free word association

The influence of packaging colour on consumer expectations of coffee using free word association

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