Impact of terminology on consumer acceptance of emerging technologies through the example of PEF technology

Developing Food Consumer Attitudes towards Ionizing Radiation and Genetic Modification

BACKGROUND/OBJECTIVES

This study investigates consumer perceptions and acceptance of ionizing radiation (IoR) as a perishable food stabilisation technology. Consumers' preferences influence the success of emerging food technologies. Therefore, a comprehensive understanding of consumers' behavioural responses and their development over time is essential.

METHODS

This research employs a mixed-methods approach, surveying 313 young adults in New Zealand on their views of both irradiated (IoR) and genetically modified (GM) highly perishable foods. This study explored both participants' attitudes towards these two technologies and also their willingness to consume these foods.

RESULTS

The qualitative research revealed a preponderance of "affective" associations over "cognitive" associations with regard to both IoR and GM technologies. The quantitative research indicated that where consumers were given time to reflect, evaluations of GM improved, while those of IoR did not (p < 0.01). There was a gender divide, with females being more positively inclined towards GM and males towards IoR (p < 0.01). Both technologies were significantly disfavoured compared to non-treated products (p < 0.01). There was a significant discrimination when the two technologies were presented as concepts and as products. GM was more favourably received as a concept than as a product (p < 0.01), while IoR was disfavoured in either form. The two food neophobia scales that were tested showed a divergence in performance, with the more affectively based scale showing a higher level of correlation with behaviour.

CONCLUSIONS

This research reveals that a largely affective (visceral) distrust of both IoR and GM exists within this young food consumer sample. As it is affective in nature, this position will be very resistant to education efforts, particularly if they are "cognitively" based. However, a significant softening of these affective attitudes towards GM products indicates that such efforts may be effective, given time and investment.

Consumer Response to Novel Foods: A Review of Behavioral Barriers and Drivers

There is a pressing need for a transition toward more sustainable diets, which has become a shared priority for both consumers and businesses. Innovation is becoming increasingly widespread across all facets of the food supply chain. This innovation spans various domains related to production, including sustainable cultivation methods as well as new food technologies like gene editing, new product development like functional foods, and revitalizing underutilized and genetically diverse varieties to preserve biodiversity. However, not all innovative efforts are accepted by consumers and survive in markets. The interwoven and long agri-food supply chains often obscure the feedback loop between production and consumption. Consequently, it is important to understand to what extent consumers embrace these food innovations and form new eating habits. This review aims to investigate the consumer response to novel foods, focusing on behavioral factors, which have yet to receive as much attention as sensory factors. Peer-reviewed empirical articles from the last decade are examined inductively to develop a bird's-eye view of the behavioral barriers to and drivers of consumer acceptance of novel foods. In addition, strategies to overcome the identified challenges associated with the behavioral barriers are reviewed and examined. Based on this, the study links cognitive biases with behavioral factors influencing consumer acceptance of novel foods. This study concludes that the inconvenience associated with abandoning established eating habits is typically perceived as a loss, and avoiding this inconvenience is deemed more worth the risk than the potential gains associated with novel food consumption. This study suggests that framing and placing pro-diversity labels could serve as effective behavioral interventions for marketing strategists and food policymakers.

Fermented Vegetables: Health Benefits, Defects, and Current Technological Solutions

This review summarizes current studies on fermented vegetables, analyzing the changes in nutritional components during pickling, the health benefits of fermented vegetables, and their safety concerns. Additionally, the review provides an overview of the applications of emergent non-thermal technologies for addressing these safety concerns during the production and processing of fermented vegetables. It was found that vitamin C would commonly be lost, the soluble protein would degrade into free amino acids, new nutrient compositions would be produced, and the flavor correlated with the chemical changes. These changes would be influenced by the variety/location of raw materials, the original bacterial population, starter cultures, fermentation conditions, seasoning additions, and post-fermentation processing. Consuming fermented vegetables benefits human health, including antibacterial effects, regulating intestinal bacterial populations, and promoting health (anti-cancer effects, anti-diabetes effects, and immune regulation). However, fermented vegetables have chemical and biological safety concerns, such as biogenic amines and the formation of nitrites, as well as the existence of pathogenic microorganisms. To reduce hazardous components and control the quality of fermented vegetables, unique starter cultures, high pressure, ultrasound, cold plasma, photodynamic, and other technologies can be used to solve these problems.

Research on irradiated food status and consumer acceptance: A Chinese perspective

China is currently the world's largest producer of food irradiation. Despite the long-standing (about 100 years) evidence supporting the safety of food irradiation, consumers' acceptance of irradiated foods remains limited. This study aimed to investigate the development of food irradiation in China and identify the barriers that keep consumers away from irradiated foods. This was accomplished by exploring the relevant policies of food irradiation, the size and distribution of irradiation facilities in China, and analyzing their relationships between consumer characteristics and the acceptance of irradiated food. To achieve these objectives, we conducted an online survey of participants from Hubei, China (N = 264). The results reveal that irradiation facilities are mainly distributed in large coastal cities such as the Bohai Bay, the Yangtze River Delta, and the Greater Bay Area. Furthermore, the study identified that consumer' acceptance of irradiated food is directly related to their level of understanding. Approximately 22% of the sampled consumers reported that they would not accept that they have consumed irradiated food and most of them (41%) stated that they would not purchase irradiated food if they were aware of buying irradiated food. Specifically, consumers expressed discomfort with consuming irradiated food under unknown circumstances. This trend is more prevalent among female, low-educated, and older consumers, with 40% of the sampled population indicating that they would not buy irradiated food. Given the strong correlation between knowledge and acceptance of irradiated foods, the study suggests that policy reform should prioritize enhancing the understanding of irradiated food, particularly among female, low-educated, and older consumers.

Putative inactivation mechanism and germicidal efficacy of induced electric field against Staphylococcus aureus

Induced electric field (IEF), as an alternative non-conventional processing technique, is utilized to sterilize liquid foods. In this study, the survival and sublethal injury of S. aureus under IEF were investigated in 0.85% normal saline, and the inactivation mechanism of IEF was expounded. The plate count results showed that the sublethal injury rates remained above 90% after IEF treatment for more than 8.4 s, and 7.1 log CFU/mL of S. aureus was completely inactivated after 14 s IEF treatment. Scanning electron microscopy and transmission electron microscope images showed that IEF caused the destruction of cell membrane and internal substructure, and the damage to intracellular substructure was more severe. Altered membrane integrity or permeability was demonstrated through flow cytometry and confocal laser scanning microscope analysis, and the different damage to cells was quantified by propidium iodide & 5-carboxy fluorescein diacetate single and double staining. In addition, IEF treatment also decreased the membrane potential and esterase activity of S. aureus cells. Putative inactivation mechanism of IEF against S. aureus is a complex process, and its apoptosis is the result of the combination of several factors, which provide a basis for understanding the inactivation mechanism of IEF.

Non-thermal Processing Technologies for Dairy Products: Their Effect on Safety and Quality Characteristics

Thermal treatment has always been the processing method of choice for food treatment in order to make it safe for consumption and to extend its shelf life. Over the past years non-thermal processing technologies are gaining momentum and they have been utilized especially as technological advancements have made upscaling and continuous treatment possible. Additionally, non-thermal treatments are usually environmentally friendly and energy-efficient, hence sustainable. On the other hand, challenges exist; initial cost of some non-thermal processes is high, the microbial inactivation needs to be continuously assessed and verified, application to both to solid and liquid foods is not always available, some organoleptic characteristics might be affected. The combination of thermal and non-thermal processing methods that will produce safe foods with minimal effect on nutrients and quality characteristics, while improving the environmental/energy fingerprint might be more plausible.

Ifs and buts of non-thermal processing technologies for plant-based drinks' bioactive compounds

Vegetables and fruits contain a variety of bioactive nutrients and non-nutrients that are associated with health promotion. Consumers currently demand foods with high contents of healthy compounds, as well as preserved natural taste and flavour, minimally processed without using artificial additives. Processing alternatives to be applied on plant-based foodstuffs to obtain beverages are mainly referred to as classical thermal treatments that although are effective treatments to ensure safety and extended shelf-life, also cause undesirable changes in the sensory profiles and phytochemical properties of beverages, thus affecting the overall quality and acceptance by consumers. As a result of these limitations, new non-thermal technologies have been developed for plant-based foods/beverages to enhance the overall quality of these products regarding microbiological safety, sensory traits, and content of bioactive nutrients and non-nutrients during the shelf-life of the product, thus allowing to obtain enhanced health-promoting beverages. Accordingly, the present article attempts to review critically the principal benefits and downsides of the main non-thermal processing alternatives (High hydrostatic pressure, pulsed electric fields, ultraviolet light, and ultrasound) to set up sound comparisons with conventional thermal treatments, providing a vision about their practical application that allows identifying the best choice for the sectoral industry in non-alcoholic fruit and vegetable-based beverages.

What Do Consumers Think About Foods Processed by Ultraviolet Radiation and Ultrasound?

This study aimed to investigate Brazilian consumers' perception concerning foods processed by ultraviolet (UV) radiation and ultrasound (US) and define consumer segments considering their socioeconomic characteristics and eating habits towards industrialized products through free word association tasks answered by 1004 participants via an online platform. UV- and US-treated foods were more frequently related to unfamiliar words/terms (21.51 and 36.95%) and negative associations (36.25 and 26.70%) than positive ones (29.89 and 24.20%), respectively. Unfamiliarity and health risk concerns were more reported for US-treated foods by women aged 18-25 and ≥46 with low income, and low and frequent industrialized products consumption, as well as for UV-treated foods by consumers ≤35 years old with low and medium income, and low and frequent industrialized products consumption. This indicates that more clear and trustworthy information is needed before introducing these products in the Brazilian market, mainly for potential target consumer groups identified in this study.

Impact of Emerging Technologies on Virgin Olive Oil Processing, Consumer Acceptance, and the Valorization of Olive Mill Wastes

There is a growing consumer preference for high quality extra virgin olive oil (EVOO) with health-promoting and sensory properties that are associated with a higher content of phenolic and volatile compounds. To meet this demand, several novel and emerging technologies are being under study to be applied in EVOO production. This review provides an update of the effect of emerging technologies (pulsed electric fields, high pressure, ultrasound, and microwave treatment), compared to traditional EVOO extraction, on yield, quality, and/or content of some minor compounds and bioactive components, including phenolic compounds, tocopherols, chlorophyll, and carotenoids. In addition, the consumer acceptability of EVOO is discussed. Finally, the application of these emerging technologies in the valorization of olive mill wastes, whose generation is of concern due to its environmental impact, is also addressed.

Swedish consumers´ attitudes and values to genetic modification and conventional plant breeding - The case of fruit and vegetables

This study examined public attitudes to genetic modification (GM) and conventional plant breeding and explored general differences in attitudes to these two types of breeding concepts, including the effect of individual personal characteristics such as gender and age. It also sought to identify the influence of personal values linked to attitudes to GM crops and conventional plant breeding, following Schwartz value theory. Relations between specific values and attitudes to GM organisms (GMOs) have been studied previously, but not gender- and age-specific relations between specific values and attitudes to conventional plant breeding. Data were collected in this study using a questionnaire completed on-line by 1500 Swedish consumers in 2019. The questionnaire covered three different aspects: 1) sociodemographic data, including gender and age; 2) attitudes to GMO/conventional plant breeding; and 3) values, measured using the human values scale. It was found that consumers expressed more positive attitudes to conventional plant breeding than to GMO, men expressed more positive attitudes to both conventional plant breeding and GMO than women did, and younger consumers expressed more positive attitudes to GMO than older consumers did. A negative correlation between attitudes to conventional plant breeding and the value ‘tradition’, but no correlation to ‘universalism’, ‘benevolence’, ‘power’ or ‘achievement’, was identified for men. For women, correlations between attitudes to conventional plant breeding and ‘benevolence’ (neg.) and ‘achievement’ (pos.) were found. For both men and women, attitudes to GMO were negatively influenced by ‘universalism’ and ‘benevolence’, and positively influenced by ‘power’ and ‘achievement’. The implications of these results are discussed.

Irradiation and Consumers Acceptance

Treatment of foods with irradiation is an effective means to prevent food-borne diseases which cause massive disruptions to the health and economic systems of societies. Although the safety of irradiation technology to process foods has been extensively proven and it is highly regulated, some consumers are still reluctant to accept irradiated foods. The lack of access to science-based knowledge coupled with actions from consumer groups and the need for labeling hamper the commercial success of irradiated foods that are safe and nutritious. This article provides an overview of how consumers perceive irradiated foods and the factors affecting their acceptance.

Consumer Response to Mechanically Tenderized Beef (MTB) and MTB Labels: An Exploratory Focus Group Study

In May 2016, labeling of certain nonintact mechanically tenderized beef (MTB) products was mandated in the United States. MTB products should be handled differently by the consumer because pathogens can be transferred from the exterior to the interior of the meat during the tenderization process. Without labeling, it is difficult to visually distinguish between some intact beef and MTB products, which is a concern because MTB products require higher internal cooking temperatures for safety. An exploratory study was conducted to understand consumer understanding of MTB products and consumer responses to the new label. Thirteen focus groups were convened in rural and urban settings across Virginia and North Carolina between December 2015 and May 2016. Sessions were audiorecorded, transcribed verbatim, and analyzed through constant-comparison thematic analysis. Although MTB products were commonly bought, prepared, and consumed, consumer awareness of MTB products and the MTB process was limited. Generally, the label confused participants, and they did not understand the message. Specifically, terminology such as "blade tenderized" and "mechanically tenderized" were preferred over the term "needle tenderized" on labels. Once explained, many individuals wanted more information and better messaging. Through a multiprong approach, other messaging methods (e.g., in stores, through technology, and with certifications) were highly valued by consumers and may result in increased message clarity. Ultimately, the intrinsic and extrinsic properties of the beef rather than the MTB product continued to be the primary guide for purchasing and preparation. This study is the first to be conducted regarding American perceptions of MTB products. An understanding of consumer awareness of MTB products and labels is needed to develop targeted risk messaging communication tools.

Brazilian consumer's perception of food processing technologies: A case study with fruit juice

New processing technologies are gaining popularity worldwide due to several advantages related to food safety, shelf life extension, nutritional and sensory quality. However, consumers can be cautious of food products produced using these technologies. In this context, the objectives of the study were to explore consumers' spontaneous associations with fruit juices processed using different technologies, and to study the influence of food technology neophobia on those associations. A study with 423 Brazilian consumers was conducted to evaluate their perception of five types of juices (fresh juice, cold pressed juice, pasteurized juice, pressurized juice and non-pressurized juice) using word association. Participants also answered the Food Technology Neophobia Scale (FTNS) and a series of socio-demographic questions. Results showed that consumers' attitudes towards processing technologies were mainly defined by top-down processes. Fresh, cold pressed and non-pressurized juice were mainly associated with healthy and natural products, whereas concepts including references to processing technologies were associated with processed products and unhealthiness. Food technology neophobia moderated consumers' perceptions of juice processing technologies. Interestingly, consumers with high technology neophobia perceived juices processed by both conventional and innovative technologies more negatively than those with low or medium levels of neophobia.

Manothermosonication (MTS) treatment of apple-carrot juice blend for inactivation of Escherichia coli 0157:H7

This study was performed to evaluate the responses of Escherichia coli 0157:H7 inoculated in an apple-carrot blended juice to manothermosonication (MTS) treatments. The MTS treatments were conducted in a continuous-flow MTS system. The juice samples were exposed to ultrasound treatment at combinations of three temperatures (60, 50 and 40°C) and three pressure levels (100, 200, and 300kPa) for five residence times (15, 30, 45, 60, and 75s). The results showed that higher treatment temperature (i.e. 60°C) and hydrostatic pressure in the MTS system significantly enhanced the microbial reduction. A FDA mandated 5-logCFU/ml reduction of E. coli 0157:H7 for juice processing was achieved in 30s for MTS treatment at 60°C, in comparison to 60s at 50°C. The Weilbull and Log-logistic models provided the best fitting of the inactivation data for the MTS treatments. Extensive damage of E. coli 0157:H7 cells treated with MTS was observed on micro-images of scanning electron microscopy and transmission electron microscopy.