Factors affecting consumer choice of novel non-thermally processed fruit and vegetables products: Evidence from a 4-country study in Europe.

A wide variety of novel non-thermal processing technologies (NTPTs) are under development to meet the increasing consumer demand for high-quality fruit and vegetable (F&V) products. Understanding consumers' needs and possible barriers to acceptance of these technologies is however essential to assess the commercial feasibility of mildly processed F&Vs. Situated within this context, and extending previous work on the topic, in this paper we present results from a large-scale choice-based conjoint analysis consumer survey to investigate consumers' choice behavior towards NTPT-processed F&V products in four European countries - Denmark, Italy, Serbia, and Spain, using three model products - orange juice, iceberg salad, and cherry tomatoes respectively processed via three NTPT - mild processing, novel washing, and active packaging, compared to three conventional processing techniques - pasteurization, conventional washing, and conventional packaging, respectively. Images of the three product categories were developed to systematically vary in three key attributes: stated benefits (health and nutrition, natural taste, shelf-life), information on processing (conventional, NTPT), and price point (reference, premium price). The results showed that, out of the three attributes considered, "stated benefit" was the most important driver of consumer choice - in all countries and across product categories. Benefits relevant to health and nutrition, and to natural taste were more positively received, compared to extension of shelf-life. Information on processing and price levels had a similar influence on consumer choice of iceberg salad and cherry tomatoes, whilst for orange juice processing had a larger effect than price, suggesting that information on processing may be more impactful for F&V-derived products than for fresh produce. Individual differences among consumers according to country, age, gender, and dietary status, appeared small and transient. The most consequential individual characteristic was consumers' level of food technology neophobia (FTN), with results showing that high FTN consumers (17% of the sample) were less likely to choose F&V treated with NTPT, compared to consumers with medium or low FTN. Overall, this research suggests that products treated with NTPT may have a broad appeal across European consumers, and that targeted communication explicitly and efficiently focusing on health and taste benefits has the greatest chance to meet consumer preferences.

[Filing and reuse of research data]. / Bevaring og genbrug af forskningsdata fra sundhedsvidenskab.

Currently several scientific journals only publish data from randomised clinical trials which are registered in a public database. Similar requirements on data sharing now follow grants from agencies such as the National Institute of Health. In Denmark the Health unit at the Danish Data Archive (DDA/Health) offers Danish researchers to keep their data for free on conditions that fulfil the above requirements. DDA/Health also passes on research data for reuse, and at present more than 300 studies are available in a database on sundhed.dda.dk.

Cross-cultural validity of the food-related lifestyles instrument (FRL) within Western Europe.

The food-related lifestyle instrument (FRL) was tested for its validity across food cultures in Western Europe. First, responses from samples of 1000 or more consumers from each of Denmark, France, Germany, Spain and the UK were compared using multi-sample confirmatory factor analysis with structured means. The loadings, covariances and variances of the factors were invariant across countries, although item intercepts and error variances were not. In the second part of the analysis, replication samples (also Ns of 1000 or more) from France, Germany and the UK were examined for intra-cultural stability using the same statistical models. The factorial structure was completely invariant over time in three of five FRL domains, and subject to only minor variations in the other two domains. In the third part of the analysis, a revised version of the FRL was tested for cross-cultural validity, using consumer samples of 1000 each from France and the UK. This version of the FRL was also cross-culturally valid in factor loadings, covariances and variances, but still subject to variation between countries in item intercepts and error variances.

Consumer perception of meat quality and implications for product development in the meat sector-a review.

In the first part of the paper, the Total Food Quality Model is used as a frame of reference for analysing the way in which consumers perceive meat quality, drawing mainly on European studies involving beef and pork. The way in which consumers form expectations about quality at the point of purchase, based on their own experience and informational cues available in the shopping environment, is described, as well as the way in which quality is experienced in the home during and after meal preparation. The relationship between quality expectations and quality experience and its implications for consumer satisfaction and repeat purchase intent is addressed. In the second part of the paper, and building on the insights obtained on subjective quality perception, possibilities for consumer-oriented product development in the meat sector are addressed. Issues dealt with here are branding, differentiation by taste, healthiness and convenience, and by process characteristics like organic production and animal welfare.

Communicating about the risks and benefits of genetically modified foods: the mediating role of trust.

Recent research suggests that public attitudes toward emerging technologies are mainly driven by trust in the institutions promoting and regulating these technologies. Alternative views maintain that trust should be seen as a consequence rather than a cause of such attitudes. To test its actual role, direct as well as mediating effects of trust were tested in an attitude change experiment involving 1,405 consumers from Denmark, Germany, Italy, and the United Kingdom. After prior attitudes to genetic modification in food production had been assessed, participants received different information materials (either product-specific information or balanced/general information about genetic modification in food production) and were asked to evaluate different types of genetically modified foods (either beer or yoghurt). The information materials were attributed to different information sources (either an industry association, a consumer organization, or a government source). After completion, perceived risk and perceived benefit were assessed, and participants indicated their trust in the information sources to which the materials had been attributed. Direct and trust-mediated attitude change effects were estimated in a multi-sample structural equation model. The results showed that information provision had little effect on people's attitudes toward genetically modified foods, and that perceptions of information source characteristics contributed very little to attitude change. Furthermore, the type of information strategy adopted had almost no impact on postexperimental attitudes. The extent to which people trusted the information sources appeared to be driven by people's attitudes to genetically modified foods, rather than trust influencing the way that people reacted to the information. Trust was not driving risk perception-rather, attitudes were informing perceptions of the motivation of the source providing the information.