Consumer acceptance of emerging food processing technologies and the impact of expert information on consumer perceptions

Abstract

Innovation is a key success factor for companies. However, several new food products and technologies are rejected by consumers. This is why understanding the mechanism of acceptance is of vital role. In this study a hypothesized consumer acceptance model of the acceptance of Pulsed Electric Field technology was proposed and tested in a student sample. Neophobic attitude, benefit perception and perceived risk characteristics were found to have a large impact on consumer acceptance. Most of their impacts were mediated by other factors in the model. The inverse relationship of risk and benefit perception was also found. Perceived risks could be distinguished between technology level risks and product level risks. Trust in the information had an interaction effect with the risk or benefit information provided to consumers and steered consumers’ perceptions about the risk characteristics of the technology. The combination of trust in the information source and the additional information affected risk and benefit perception at product level, and consumer acceptance, as well.