Effect of information on Chinese consumers’ perceptions and purchase intention for beverages processed by High Pressure Processing, Pulsed-Electric Field and Heat Treatment

Abstract

High Pressure Processing (HPP) and Pulsed-Electric Field (PEF) are non-thermal technologies that add value to foods by improving safety through lowering microbial loads in addition to improving the sensory properties such as color, flavor, and texture. While Heat Treatment (HT) is more widely accepted by consumers, it is a more destructive process compared to HPP and PEF. Little is known about how Chinese consumers perceive non-thermal technologies like HPP and PEF. This research aimed to understand Chinese consumer's perceptions of non-thermal processing technologies and ways to mitigate negative perceptions. Specifically, this research sought to investigate: (a) consumers' general knowledge of food processing technologies; (b) the effect of information on consumers' perceptions of HT, HPP and PEF and how these perceptions influence decisions for their treated beverages; and (c) consumers' willingness to pay for products processed using these technologies.Six focus groups were conducted in Hangzhou, China. When participants were provided limited and detailed technology information, six dominant consumer perceptions towards HT, HPP, and PEF emerged. Those perceptions were: (1) consumer association with the given technology, (2) trust towards the technology, (3) health, (4) food, (5) taste and quality, and (6) price. When limited information was provided, consumers were skeptical of HPP and PEF. However, the provision of detailed technology information changed participants' attitudes towards HPP and PEF technologies and increased their stated purchase intentions for the treated products. Participants were also found to place less emphasis on the price for HPP and PEF treated beverages when detailed technology information was provided. Chinese consumers were interested in having fewer additives in their foods. Non-thermally processed foods offer this benefit.Given the change in attitudes after receiving detailed information, HPP and PEF processing technologies have potential to be widely accepted by Chinese consumers. However, to effectively promote these technologies, consumer education is needed to increase awareness of the advantages these technologies have for foods. Practical communication strategies are provided to help food manufacturers inform Chinese consumers about the benefits of these technologies.

Developing the algorithm for assessing the competitive abilities of functional foods in marketing

“…A number of studies [12][13][14][15] have established that sensory features, along with safety and health-promotion features play an important role in purchasing functional foods. The ratio of price and quality is also of a great importance.…”

“…At the same time, they believe that functional ingredients should not change the sensory properties of bread [12]. Chinese consumers believe that safety of functional foods is their [14]. For bread and bakery products, safety criterion is typically associated with the use of fats containing trans fats and the formation of acrylamide during the baking process [16].…”

“…For bread and bakery products, safety criterion is typically associated with the use of fats containing trans fats and the formation of acrylamide during the baking process [16]. Based on the questionnaire filled in by experts Nilova and Malyutenkova [5] and on the consumers opinion [12][13][14][15], the authors defined the main factors for assessing the competitive powers of functional bread and bakery products -functionality, safety and organoleptic characteristics, the latter directly dependent on the physical and chemical properties of the foods. Each of the selected consumer features is complex and therefore evaluated by a range of different characteristics.…”

Study of the consumers of ready-to-drink juices and fruit nectars

“…The effect of information can be measured in different ways, including by comparing groups of consumers who received product information to those who did not receive information about (Cox et al, 2012;Lee et al, 2015b). Thus, sensory analysis can be evaluated when the consumer is subjected to a blind assessment and an informed assessment.…”

Consumers’ attitude and opinion towards different types of fresh cheese: an exploratory study

“…There are several non-sensory factors, such as packaging/ labelling and the information contained therein (e.g. processing technology, price, nutritional information) or attitudes and beliefs (such as convenience, health properties) that play an important role on consumer food choice and liking (Costell et al, 2010;Jaeger, 2006;Lee et al, 2015;Torres-Moreno et al, 2012). Several studies have shown that packaging and labelling are important factors that affect consumer product perception and intention to purchase (Abadio-Finco et al, 2010;Carneiro et al, 2005;Deliza & MacFie, 1996;Enneking et al, 2007;Gatti et al, 2014;Lagerkvist, 2013).…”