Department of Management

Consumers’ perceptions of HPP and PEF food products

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Anne-Mette Sonne Andersen
  • Klaus G Grunert
  • Nina V. Olsen, Nofima, Norway
  • Britt-Signe Granli, Nofima, Norway
  • Erzse´bet Szabo, Central Food Research Institute, Ministry of Rural Development, Budapest, Hungary
  • Diana Banati, Central Food Research Institute, Ministry of Rural Development, Budapest, Hungary
Purpose – The purpose of this paper is to examine consumer attitudes towards apple juice produced
by means of two new processing technologies, high-pressure processing (HPP) and pulsed electric field
processing (PEF).
Design/methodology/approach – Means-end chain approach is used. Laddering interviews are
conducted with consumers in Norway, Denmark, Hungary and Slovakia.
Findings – Consumers in this study did recognize and appreciate the benefits that HPP and PEF
apple juice have to offer over a juice produced by pasteurization. The respondents in all four countries
associated positive consequences with product attributes related to the nutritional value and the taste
of the products produced by means of these novel technologies. Also the environmental benefits from
processing foods by applying these technologies were seen as highly positive characteristics of the
technologies. However, many respondents also expressed some scepticism, especially towards the PEF
treated juice and were unsure about if there were risks associated with consuming products processed
by this technology.
Practical implications – When new processing technologies are introduced, consumer acceptance
is one of the key issues for their future success. It is up to food producers and food scientists to provide
the evidence that will convince consumers that these new technologies are safe to use.
Originality/value – This research contributes to the limited knowledge on consumer attitudes
towards food products produced by HPP and PEF. From a general perspective, the research expands
the body of knowledge on consumer perception of food technologies.
Original languageEnglish
JournalBritish Food Journal
Pages (from-to)85-107
Number of pages24
Publication statusPublished - 2012

    Research areas

  • Norway, Denmark, Hungary, Slovakia, Consumer attitudes, Food technology, Food manufacturing processes, Soft drinks, New behavioural techniques, High-pressure processing, Pulsed electric field processing

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