Abstract:Taking a point of departure in the idea that technology features can act as cues for sensemaking, we explore how the public makes sense of new active packaging technologies; technologies that absorb or release substances from or into the packaging atmosphere, preserving the freshness and safety of food products. Based on data from ten focus groups across five countries (Ireland, Denmark, Italy, Spain and China), we show that sensemaking occurs at two feature-proximity levels. At the first level, we observe the… Show more
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