Text highlighting as a new way of measuring consumers' attitudes: A case study on vertical farming

Consumer reaction to indoor farming using LED lighting technology and the effects of providing information thereon

Indoor vertical farming using artificial light has gained popularity as one solution to food problems. However, prior studies have shown that some consumers have a negative impression that crops are grown in an artificial environment. The increased use of purple Light-Emitting Diode (LED) lighting, which would make the growing environment look more artificial, may exacerbate that negative perception, leading to low acceptance of vertically farmed produce. Given that consumers are increasingly seeing indoor vertical farming directly, for example, in supermarkets and office buildings, it is important to understand how they perceive the use of purple LED lighting to grow crops and whether these perceptions can be improved by learning more about the scientific basis for artificial light cultivation. This study aimed to determine whether purple LED lighting reduces consumers' perceptions of indoor vertical farming compared to traditional white lighting, and to examine whether providing information on plant growth and artificial light changes those perceptions. We administered a web-based questionnaire to 961 Japanese respondents, and analyzed the response data using analysis of variance and an ordered probit model to explore the factors that define the likability for indoor vertical farming. The results revealed that the color of LED lighting had a limited influence on consumers' perceptions of indoor vertical farming, whereas explaining the principle of plant growth under artificial light improves their perceptions. Additionally, personal factors, such as resistance to novel food technology, trust in food safety, and awareness of indoor vertical farming, had a significant impact on the perceptions. It is crucial to expand opportunities for people to interact with artificial light cultivation and disseminate information about its scientific mechanisms.

An exploration of what freshness in fruit means to consumers

Perceived freshness is a key determinant of consumers' food choices but remains an imprecisely defined concept. A comprehensive and consumer-centric definition of freshness appears to be lacking, and the present research was situated in this knowledge gap, seeking, in particular, to explore the complexity of freshness in consumers' minds. People from the USA (n = 2092) took part in an online survey and completed a text highlighting task. Herein, participants read a text that described different aspects of freshness and the technologies used to prolong freshness during storage. While reading, they used highlighting functions within the software to indicate text content that they liked/disliked or agreed/disagreed with. The combined results from text highlighting and responses to the open-ended question "Considering the fruit you eat, why is freshness important to you?" confirmed that freshness is a complex construct with multiple dimensions and suggested that the complexity of freshness extends from food in general to specific product categories (in the case of fruit and apples). Further, the findings showed that freshness is desired by consumers because fruit are perceived as healthier and better tasting. The findings revealed negative attitudes towards stored fruit among participants, but also indicated some acceptance of the fact that some storage was unavoidable. Results provide useful insights to the development for communication strategies to increase consumer acceptance of stored apples and fruits in general.

Consumers' attitudes of high-intensity ultrasound in Minas Frescal cheese processing: an innovative approach with text highlighting technique

Due to the intense competition in the sector, the dairy market maintains a constant search for innovations. Thus, new technologies are incorporated, and new products are constantly launched, increasing the range of consumer options. In this way, the understanding of consumers' motivations, attitudes, and behaviors in the moments of choice, purchase, and consumption are important for the academic public and food industries. This study used the Text Highlighting methodology to assess Brazilian consumers' explicit attitudes towards using high-intensity ultrasound technology in Minas Frescal cheese processing. In the task, consumers were asked to highlight in a text the terms they "liked" or "disliked" about using high-intensity ultrasound in the Minas Frescal cheese processing. A seven-point Likert scale was also used to assess consumers' attitudinal statements. A high engagement of consumers with the Text Highlighting methodology could be observed (43.8-92.3% of text highlighting), which suggests good intuitiveness of the technique. Including information about the benefits of the emerging technology in the product, mainly on sensory and nutritional properties, may increase positive consumer perception, as it promotes the consumers to express their value judgment in the form of "liked". At the same time, the harms of the traditional processing technique prompted consumers to express their value judgment in the "disliked" highlights. It was observed that information should be in a simple and direct language, as technical terminology in the text did not have a positive effect. The categorizing of consumers according to the sentimental score showed that consumers are still reticent to use emerging technologies in Minas Frescal cheese processing. Consumers' attitudinal statements demonstrated that consumers perceive high-intensity ultrasound as a positive idea and safety technology for Minas Frescal cheese processing. Still, they are not willing to pay premium prices. In conclusion, Text Highlighting produced valuable insights that can be used in communication strategies with Minas Frescal cheese consumers.

Consumer attitudes to vertical farming (indoor plant factory with artificial lighting) in China, Singapore, UK, and USA: A multi-method study

Major changes are needed both with regard to what we eat and how food is produced. The latter is the focus of the present research, specifically the rise of controlled environment agriculture. In this context, empirical research is presented on consumer attitudes to vertical farming (VF) (i.e., indoor plant factory with artificial lighting), conducted in four countries (USA, UK, Singapore, and China) using online surveys (637-683 participants per country with matched gender and age group distributions). A multi-method research approach was used, including a novel methodology of text highlighting, which requires that participants read a descriptive text about VF with mentions of pros and cons and use highlighter functions to select aspects of the text that they 'like' and 'dislike'. Based on the information provided in the text, attitudes towards VF were largely positive in the four countries. The characteristics of VF that aligned with the United Nations Sustainable Development Goals were identified as key drivers of positive attitudes (i.e., higher yield, reduction of carbon emissions, and securing access to food). On the other hand, high energy use and premium prices contributed to negative attitudes about VF. Although the majority of participants responded to the text with an overall positive attitude towards VF, there were smaller groups of participants in every country who expressed a negative or neutral/ambivalent attitude. These between-segment differences were larger than cross-cultural differences, although the latter did exist, particularly for selected aspects of VF. For example, Chinese participants tended to be the least negative about the use of robots to help planting and harvesting. Future research is needed to understand consumer responses to aspects VF not covered in the text (e.g., powering VF with renewable energy, product range), and consumer insights about VF should be sought in other countries.