Nanofood insights: A survey of U.S. consumers' attitudes toward the use of nanotechnology in food processing.

Novel applications of nanotechnology in food processing hold tremendous potential to revolutionize the food industry and address challenges in food security and public health. Understanding and addressing consumers' evolving attitudes toward the use of nanotechnology in food processing is important to promote the technology's adoption and inform the development of regulatory frameworks that align with societal values. We used a survey research design to explore U.S. consumers' attitudes toward such uses of nanotechnology. Through the literature, we identified various cognitive and affective factors that have influenced, or have the potential to influence, consumers' attitudes, and we used those factors to develop a comprehensive regression model. We collected data from a national sample of U.S. consumers (N = 1071). The regression model accounted for 64.22% of the variance in attitudes toward nanotechnology (adjusted R2 = 62.94%). Perceived benefits, subjective norms, institutional trust, and subjective knowledge significantly and positively influenced participants' attitudes toward the use of nanotechnology in food processing while perceived risks and food technology neophobia significantly and negatively influenced participants' attitudes. These results suggest that communication strategies should emphasize consumer-centric benefits of nanotechnology, mitigate perceived risks, leverage social influences, and prioritize food safety-related messaging from institutional bodies.

Factors affecting consumer attitudes to fungi-based protein: A pilot study.

Meat substitutes using alternative proteins can facilitate sustainable diets without compromising animal welfare. The fungal protein, also called mycoprotein is the biomass that results from the fermentation of a filamentous fungus. This paper reports the results of a consumer acceptance study of fungal protein-based meat substitutes using a mixed-method design with a web-based survey and a series of semi-structured interviews amongst European participants. Based on the description provided in the survey, 56% of participants were not directly familiar with fungal proteins but they understood its potential societal benefits. The overall Food Technology Neophobia Score (FTNS) of the sample was moderate (M = 40.0, range = 19-62), with more neophilic participants (52.9%) than neophobic (47.1%). FTN was a significant but weak predictor of Perceived Benefits (PB) and Purchase Intentions (PI). Younger participants perceived fungal proteins more positively, and city-dwellers had higher PI than rural dwellers. Reducetarians were more likely to purchase fungal proteins, compared to unrestricted omnivores. Participants with lower acceptance of fungal proteins' association with mould had significantly lower PI than those who were comfortable with it. In turn, familiarity with fungal protein was positively associated with mould acceptance. The qualitative data suggested that the sensory attributes were the most important factor in the acceptance of meat substitutes. The participants also valued clean label products which were perceived as healthier. Familiarity with other products containing mould seemed to assuage concerns and drive acceptance of fungal protein. The findings suggest that the overall acceptance of fungal protein is still rather low. This may be attributed to the perceived low appeal and tastiness of available fungal protein products.

Social representations of genetically modified foods and public willingness to consume such foods in Taiwan.

BACKGROUND: Genetically modified (GM) foods have received substantial attention in recent years for being associated with unnaturalness, untrustworthiness, moral considerations, uncertainty, unhealthiness, and risks. This study highlighted the relevance of how social representations of genetically modified (GM) foods influence the Taiwanese public's willingness to consume GM foods. RESULTS: Moderated regression analysis results revealed that the social representation dimensions of adherence to technology and food as a necessity positively influenced the public's willingness to consume GM foods; however, the dimension of resistance to and suspicion of novelties had a negative influence. Food technology neophobia played a role in predicting people's willingness to consume GM foods and exerted moderating effects to enhance the negative relationship between the respondents' resistance to and suspicion of novelties and their willingness to consume GM foods. This neophobia also changed the positive relationship between food as a necessity and willingness to consume GM foods into negative. One-way ANOVA results revealed that food technology neophobia influences the public's specific social representations of GM foods, personal domain-specific innovativeness, and willingness to consume GM foods. CONCLUSION: Innovations in the food industry exhibit a high market failure rate partially because of the phenomenon known as food technology neophobia, which refers to rejection of new or unfamiliar foods. The findings of this empirical study can facilitate the development of a clearer understanding of people's acceptance and usage of emerging technologies applied in the innovation of food products in Taiwan. © 2018 Society of Chemical Industry.

Applying the food technology neophobia scale in a developing country context. A case-study on processed matooke (cooking banana) flour in Central Uganda.

The success of new food technologies largely depends on consumers' behavioral responses to the innovation. In Eastern Africa, and Uganda in particular, a technology to process matooke into flour has been introduced with limited success. We measure and apply the Food technology Neophobia Scale (FTNS) to this specific case. This technique has been increasingly used in consumer research to determine consumers' fear for foods produced by novel technologies. Although it has been successful in developed countries, the low number and limited scope of past studies underlines the need for testing its applicability in a developing country context. Data was collected from 209 matooke consumers from Central Uganda. In general, respondents are relatively neophobic towards the new technology, with an average FTNS score of 58.7%, which hampers the success of processed matooke flour. Besides socio-demographic indicators, 'risk perception', 'healthiness' and the 'necessity of technologies' were key factors that influenced consumer's preference of processed matooke flour. Benchmarking the findings against previous FTNS surveys allows to evaluate factor solutions, compare standardized FTNS scores and further lends support for the multidimensionality of the FTNS. Being the first application in a developing country context, this study provides a case for examining food technology neophobia for processed staple crops in various regions and cultures. Nevertheless, research is needed to replicate this method and evaluate the external validity of our findings.

Chinese consumers' valuation for prepared plant-based meat products: Does environmental information matter?

Despite the growing interest in innovative nonanimal protein-prepared foods, knowledge about consumer demand for these newly prepared foods and their potential scope in the market could be improved. This study reports the results of a discrete choice experiment on consumers' (n = 1245) willingness to pay (WTP) for prepared plant-based meat (PPBM) in the context of Chinese food culture. Consumers were randomly assigned to a treated group with additional environmental information about PPBM. The estimation results of the random parameter logit model showed that when environmental information was provided, consumer preferences and WTP for frozen meatballs with mixed meat (beef-based and soy protein-based meat) and PBM (pure soy protein-based meat) significantly increased. However, their preference and WTP for food quality and safety attributes of meatballs decreased. Simultaneously, the availability of information reveals the heterogeneity of preferences. This study found that positive WTP for PPBM was limited to consumers with a low degree of food technology neophobia (FTN) and that consumers with a high degree of FTN may avoid purchasing meatballs made from PBM. In contrast, consumers with a higher time preference (i.e., impatient consumers) were likelier to pay for PPBM meatballs. PRACTICAL APPLICATION: PPBM is especially valuable in developing innovative nonanimal protein-prepared foods, and China has the potential to become the largest PPBM food market. Understanding consumers' preference for PPBM products and the impact of information provision on their WTP will assist food companies in devising suitable strategies for the development of new PPBM products. The findings of this study provide targeted market insights for the food industry to help guide the development of plant-based meat products more effectively.

Food Technology Neophobia Scales in cross-national context: Consumers' acceptance of food technologies between Chinese and New Zealand.

An increasing number of novel food technologies have been developed to meet consumers' growing desire for safe and high-quality foods. However, consumers can be cautious of novel food technologies, and their acceptance cannot be guaranteed. Food Technology Neophobia Scales (FTNS) have been proven to be an effective tool to predict consumers' behavior toward novel food technologies in a range of individual countries, but not for cross-national contexts. To fill the gap, this study designed a survey involving 604 Chinese and 614 New Zealand respondents, investigating the influence of consumers' food technology neophobia (FTN) on their acceptance of food technologies. Chinese respondents' FTNS score (50.62) was lower than that of New Zealand respondents (55.02), which was in line with the finding that Chinese respondents' acceptance of all tested food technologies was higher than New Zealand respondents (0.34-0.86 in a Likert-7 scale). Chinese respondents' acceptance was determined by their perception of benefits, whereas New Zealand respondents were influenced by their perception of both benefits and risks. The findings conclude that FTNS is a valid tool to reflect consumers' acceptance of novel food technologies in cross-national contexts, although the influence of FTN varies among consumers from different countries. PRACTICAL APPLICATION: China has the largest food market, and New Zealand is a leading food exporter. Understanding their consumers' acceptance of and attitudes toward food technologies will help food companies implement appropriate strategies in developing and using novel technologies. Because FTNS first was constructed in 2008, it has been applied in Australia, Italy, Canada, Finland, Korea, China, Chile, Brazil, and Uganda; the findings of this study will allow these individual studies on FTNS to better connect, help food companies predict consumer acceptance of food technologies in the global market, and help them identify early adopters of novel food technologies in new food markets.

Robot versus human barista: Comparison of volatile compounds and consumers' acceptance, sensory profile, and emotional response of brewed coffee.

The increasing trend of integrating robots into the food industry has sparked debates regarding their potential influence on consumer attitudes toward food technology. This study investigated volatile compound profiles via gas chromatography-mass spectrometry (GC-MS), consumer acceptability, sensory profiling, and emotional responses of consumers toward coffee samples brewed by robot and human baristas. Moreover, the effect of the robot experience on food technology neophobia (FTN) was investigated. The principal component analysis of the volatile compound profiles revealed that the samples by the robot barista exhibited a higher degree of similarity compared to those prepared by the human barista. The range of relative standard deviations of volatile compounds from the robot barista brewed coffee was 1.4-83.1% and the variation was smaller than that of the human barista, which was 5.0-118.3%. Participants had a significant decrease in FTN scores after evaluating the robot-brewed coffee (p < 0.05), but there was no significant difference in FTN scores before and after evaluating the coffee brewed by the human barista (p > 0.05). Sensory evaluation studies revealed no significant differences in acceptability ratings and purchase intentions between the two groups (p > 0.05). However, emotional responses to the coffee samples significantly varied, with the robot-brewed coffee inducing more dynamic and positive emotions and the human-brewed coffee inducing more static and positive emotions (p < 0.05). Overall, this study provides valuable insights into consumer attitudes toward food robot service to humans and indicates that consumer's experience with food robots may significantly reduce FTN (p < 0.001).

Evaluating Factors Explaining U.S. Consumers' Behavioral Intentions toward Irradiated Ground Beef.

Although food irradiation is deemed safe and endorsed by health-related organizations worldwide, consumers are reluctant to accept the technology. Yet, consumer acceptance is critical as food irradiation has significant potential for increasing the safety and availability of food globally. To communicate about food irradiation, science communicators should understand the psychology behind consumers' decision making related to irradiated foods. Using empirical research, we developed a theoretical model and used structural equation modeling to determine how nine variables affect consumers' behavioral intentions toward irradiated ground beef. We purchased a national quota sample from Qualtrics and surveyed N = 1102 U.S. consumers. The model explained 60.3% of the variance in consumers' attitudes toward food irradiation and 55.4% of their behavioral intentions toward irradiated ground beef. Attitude had the largest positive, total effect on consumers' behavioral intentions, which was followed by subjective social norm and perceived benefit. Perceived risk had the largest negative, total effect on behavioral intentions. Attitude mediated the effect of subjective social norm, perceived benefit, perceived risk, objective knowledge, and food technology neophobia. Environmental concern and health consciousness did not significantly affect behavioral intention. Science communicators should develop messaging strategies that seek to improve consumer acceptance with these factors in mind.

Understanding Italian Consumers' Perception of Safety in Animal Food Products.

The concept of food safety is still underexplored among consumers, especially in relationship with the perception of food technology. Through an online survey (n = 489), this study explored: I, how perceived safety is related to products obtained with different technological treatments and described with different commercial information; II, the role of food technology neophobia (FTN) in consumers' safety perception of animal food products. The technological transformation and commercial information significantly affected the perceived safety in all product categories. Milk and eggs were associated with a high number of perceived hazards (with similar patterns), while honey to the lowest. The certification 'organic' positively affected the safety perception of eggs and honey. With the increase of the distance in product origin (local/regional vs. Extra-European) the perceived safety consistently decreased. FTN affected the perceived safety of milk and eggs, depending on the degree of familiarity with the technologies of production. Highly FT neophobic people are perceived as less safe than low FT neophobic people with few familiar products with a higher technological degree of transformation. Results expand the knowledge in people's attitude towards animal products, particularly considering the technology perception. The outputs may interest policy-makers and food companies, in rethinking the communication strategy concerning food safety.

Effect of Labelling and Information on Consumer Perception of Foods Presented as 3D Printed.

Labelling and information have been shown to increase acceptance of novel food technologies. The novel technology of 3 Dimensional Printing (3DP) of foods is not well known among consumers. The study aim was to investigate the effect of the 3DP label and benefits information on consumer acceptance and perception of plausible 3DP foods. Commercially available foods, such as milk chocolate swirls, gummy candy carrots, and baked potato Smiles®, represented 3DP benefits, and each was evaluated in a sensory panel. Participants rated acceptance and perceived quality after each of three product presentations; first labeled "conventional", then labeled "3D printed", and again labeled 3D printed after information presentation. Participants indicated product preference after the third presentation. Food Technology Neophobia (FTN), attitude, and previous 3DP knowledge were queried. Quality rating of chocolate swirls and gummy candy carrots increased when labeled as 3DP versus conventional; information did not further increase quality ratings. Participants preferred 3DP chocolate swirls and gummy candy carrots to conventional in the final evaluation. Label and information did not change flavor, texture, or overall acceptance ratings for any product. Attitude towards 3DP of foods increased with lower FTN. Future studies could tailor information to consumer interests and knowledge gaps that highlight relevant benefits of 3DP.

Acceptance of Cultured Meat in Germany-Application of an Extended Theory of Planned Behaviour.

This study examines the willingness to consume a cultured meat burger in Germany. Based on the theory of planned behaviour (TPB), we assessed attitudes, perceived behavioural control, and subjective norms via an online questionnaire. Attitudes were operationalized in this research as general attitudes towards cultured meat and specific attitudes towards a cultured meat burger. Furthermore, the TPB was extended with nutritional-psychological variables including food (technology) neophobia, food disgust, sensation seeking, and green consumption values. In total, 58.4% of the participants reported being willing to consume a cultured meat burger. Using a path model, the extended TPB accounted for 77.8% of the variance in willingness to consume a cultured meat burger. All components of the TPB were significant predictors except general attitudes. The influence of general attitudes was completely mediated by specific attitudes. All nutritional-psychological variables influenced general attitudes. Food technology neophobia was the strongest negative, and green consumption values were the strongest positive predictor of general attitudes. Marketing strategies should therefore target the attitudes of consumers by encouraging the natural perception of cultured meat, using a less technological product name, enabling transparency about the production, and creating a dialogue about both the fears and the environmental benefits of the new technology.

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.

Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine.

Food innovation is crucial for food companies in order to produce healthier, safer, and more convenient foods. However, there is a segment of consumers reluctant to accept new foods. This attitude is even more important when those novelties are developed in products such as wine that have habitually relied on heritage and traditional production as their main competitive advantage. In this study, consumer attitudes toward innovation in the wine industry were evaluated by simultaneously considering product neophobia and process neophobia. Based upon a sample of 400 personal interviews with Spanish wine consumers, the results showed that these two aspects of neophobia were uncorrelated, meaning they are useful to measure different aspects of general food neophobia. Cluster analysis showed that four different segments of consumers exist, with different attitudes toward technological innovation in the wine industry. The consumer segment that shows the most positive attitudes toward wine innovation (product and process innovation) is that with the highest income and highest level of education. Moreover, greater involvement with the product (wine) results in lower product neophobia. Therefore, future studies should consider product involvement and exposure to cultural diversity as essential factors when evaluating food neophobia.

The Effect of Labelling and Visual Properties on the Acceptance of Foods Containing Insects.

Introducing insects as a source of nutrients (e.g., protein) plays a key role in many countries' environmental policies. However, westerners generally reject insects as an ingredient of food products and meals. The aim of our study was to assess if explicitly labelling food as containing insects and/or implying it by manipulating the appearance of food influences the participants' perception of food products or their behavioral reaction to such products. Participants were asked to try a range of foods, none of which contained ingredients derived from insects. However, the experimental conditions varied with regard to food labelling (insect content) and appearance (traces of insect-like ingredients). We observed the participants' non-verbal behavioral reactions to the foods. Next, the respondents filled in a questionnaire evaluating the food's properties. Additionally, we asked the participants to fill in a set of questionnaires measuring other variables (food neophobia, disgust, variety seeking, etc.) The results showed that products labelled as containing insects are consumed with reluctance and in lower quantities despite their appearance. In addition, people with lower general neophobia and a higher tendency to seek variety tried the insect-labelled samples sooner than people from the other groups. Recommendations for marketing strategies are provided.

Testing the Abbreviated Food Technology Neophobia Scale and its relation to satisfaction with food-related life in university students.

The aims of this study were to test the relationships between food neophobia, satisfaction with food-related life and food technology neophobia, distinguishing consumer segments according to these variables and characterizing them according to willingness to purchase food produced with novel technologies. A survey was conducted with 372 university students (mean aged=20.4years, SD=2.4). The questionnaire included the Abbreviated version of the Food Technology Neophobia Scale (AFTNS), Satisfaction with Life Scale (SWLS), and a 6-item version of the Food Neophobia Scale (FNS). Using confirmatory factor analysis, it was confirmed that SWFL correlated inversely with FNS, whereas FNS correlated inversely with AFTNS. No relationship was found between SWFL and AFTNS. Two main segments were identified using cluster analysis; these segments differed according to gender and family size. Group 1 (57.8%) possessed higher AFTNS and FNS scores than Group 2 (28.5%). However, these groups did not differ in their SWFL scores. Group 1 was less willing to purchase foods produced with new technologies than Group 2. The AFTNS and the 6-item version of the FNS are suitable instruments to measure acceptance of foods produced using new technologies in South American developing countries. The AFTNS constitutes a parsimonious alternative for the international study of food technology neophobia.