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Weekly UpdatesABSTRACT
An innovation's success is dependent upon successfully responding to consumer needs and communicating benefits in a believable persuasive manner. Consumers respond to good taste, convenience, and health enhancing properties. The magnitude of any risk the innovation or technology imposes including impact on the environment is also of concern. While people rely on mass media and advertisement their communication network is complex and the opinion of family and friends is a powerful influence. Public acceptance is influenced by perceived credibility of data, rigour of regulatory policy, impartial action of regulators, and demonstrated responsibility of industry.
Keywords: Consumer attitudes; food technology; risk perception; communication
INTRODUCTION
Consumer priorities
Consumers do not ask for technologies; frequently they do not know details of how food is grown, harvested, processed or distributed. They expect the food industry to deliver products with benefits important in their lives. Consumers want great tasting, convenient, healthy products. Food safety and worker safety are basic expectations. Many passively or actively support food production methods that are sustainable with minimal environmental impact.
Consumer attitudes and knowledge are affected by information received. Television, newspapers, magazines, the internet, books and family and friends are influential sources of information on food and health (American Dietetic Association 2000; Cogent 2006). Information from these sources in addition to traditional methods of communication like advertising and product labelling affect purchase decisions.
Good flavour, convenience, and health enhancing properties are key consumer benefits in today's marketplace. An examination of the most successful new products in the United States supermarket indicates that products with a new flavour, unique flavour combination or new recipe constitute three of the top five supermarket new product successes (Cardello et al 2007; Cardello, Schutz & Lesber in review; Information Resources Inc 2005c). Over 80% of consumers surveyed nationwide indicate that convenience is an important consideration in purchases (Food Marketing Institute 2005) and foods with added convenience are among top supermarket sellers (Cardello et al 2007; Cardello, Schutz and Lesber in review; Information Resources Inc 2005c). Dietary fibre, beneficial fatty acids, lycopene, added vitamins, calcium and probiotic cultures are among the top functional foods covered by the media (Center for Media and Public Affairs 2004; Information Resources Inc 2008a). People are seeking foods with benefits beyond basic nutrition, and products with nutritional appeal are also among the most successful new introductions (Information Resources Inc 2008b).
Innovative processing technologies can help realise some of the advantages that consumers seek, but the path from introduction to acceptance is not always clear. Some consumers are skeptical of technology and believe a low technology approach promotes health and environmental sustainability. The introduction of a food processed by a new technology may create concern among these individuals. The public is generally unaware of methods used or safeguards employed in processed food. Any risks associated with an innovation may be seen by the public as imposed by the processor and beyond the control of the consumer. In some consumer's mind an unfamiliar approach presents unknown risks which could be potentially harmful.
Perceived risks
Several theories have been developed to explain risk perception. Characteristics of risk, such as severity of consequences, involuntary exposure to risk, harm to the environment, exaggerated reports and adequate regulations were found to be important for predicting consumer perception of risk (Yeung & Morris 2006; Yeung & Yee 2005). Risks are enhanced in the public's mind when imposed by others, when not accompanied by clear benefits, or when viewed as unfair (Slovic 1987).
Consumer research can identify the questions consumers have about a new technology. People want to know what risk may be reduced by a new technology and what risk is imposed by the technology. People are primarily interested in how a new process or technology affects them. Taste can be determined by personal experience, but the long term affect on health requires additional input beyond the individual's capabilities. For example, more people are interested in how biotechnology or genetic modification affects safety rather than how the technology works (Bruhn & Mason 2002).
Concern about a technology may influences flavour expectations. Some researchers found that flavour ratings were lower when people were told a product was produced by a new processing method (Cardello 2003; Lahteenmaki et al 2002). Flavour ratings and acceptability increase when people actually see the product, statements about safety are provided, and when benefits are described (Cardello et al 2007; Cardello, Schutz & Lesber, in review; Information Resources Inc 2005c; Tuorila, Cardello & Lesher 1994). Repeated exposure to neutral or positive information about a technology or innovation lowers concern (Cardello et al 2007; Schultz 1994).
Product benefits, a driving factor
Research can identify consumer perception of the most importance product characteristics. Taste is consistently rated as the most important factor that drives consumption and repeat purchase (Cardello et al 2007; Cardello, Schutz & Lesber, in review; Information Resources Inc 2005c). The promise of improved flavour was the driving factor for the introduction of the biotechnology modified Flavr Savr[c] tomato. Flavour continues to be viewed positively. Almost two-thirds of US consumers surveyed (67%) indicated they would likely purchase a biotechnology modified product with improved flavour (Cogent Research 2007b).
A majority (80%) of people in the United States believe specific foods and beverages will improve heart health, contribute to overall health and wellness (77%) and improve digestive health (76%) (Cogent Research 2007a). The majority of Americans say they are currently consuming or would be interested in consuming these health enhancing foods.
Although people cite nutrition and health as important in product selection (American Dietetic Association 2000), good taste is a more dominant market force. The importance of good flavour has increased in recent years with more people indicating they rarely or never gave up good taste for health in 2004 compared to 1994 (Information Resources Inc 2005c). Nutritious products that do not deliver satisfactory flavour do not remain in the market. This is illustrated by the rise and fall in demand for low carbohydrate foods perceived as helpful in weight management (Information Resources Inc 2004b, 2004d).
Convenience is a driving force in today's market. The opportunity to provide quality comparable to fresh while maintaining convenience and health benefits is ripe for innovation (Information Resources Inc 2005b; Ragaert, Verbeke, Devlieghere & Debevere 2004).
Demand for specific attributes varies by demographic groups. The likelihood to buy minimally processed vegetables is higher among better educated consumers and those with young children. A survey based upon 3000 personal interviews in the United Kingdom, Germany, and France found that the perception of personal benefits and environmental friendliness were the most important factors affecting likelihood to purchase products processed by an innovative process, high pressure (Butz et al 2003). The importance of each factor varied by country. Almost 40% of German consumers indicated they would purchase a product processed by high pressure for better health while this was a driving factor for only 18% of French consumers.
Communicate with the public
Continuous consumer communication plays a pivotal role in acceptance. Communication is more than advertising. Effective communication is a two way process which involves listening, identifying, and responding to consumer questions while addressing pertinent dimensions of the innovation.
Information should be presented through a variety of sources, with preferred sources varying by age and gender. Consumers find television, newspaper, magazines and supermarket brochures convenient. More men and younger consumers prefer web based sources than women or older persons (Li-Cohen & Bruhn 2002).
When deciding about controversial or complex issues, consumers will likely be influenced by opinion leaders, trusted people, or organisations that are knowledgeable about technology (Rogers 1995). Endorsement by respected experts increases the acceptance of food processed by new methods.
Issues other than those that can be scientifically measured determine if a technology is accepted (Belton 2001). When message components were segregated, trust in the spokesperson was significantly more important in explaining attitudes than accuracy of information (Bord & O'Conner 1989). Similarly Sapp and colleagues found that word of mouth and trust in government and industry were more important than demographic factors in predicting consumer acceptance of irradiation (Sapp, Harrod & Zhan 1994).
Trust is greatest for groups perceived as knowledgeable, unbiased, and acting with the public's best interest in mind (Frewere, Howard, Hedderley & Shepherd 1996). While no one organisation is trusted by everyone, patterns of trust have emerged. In the United States, health organisations such as the American Medical Association and the American Dietetic Association are viewed as trustworthy by the largest percentage of consumers (American Dietetic Association 2000; Pew Initiative on Biotechnology 2004). People who prefer low technology approaches to food processing may resist innovations. Those who prefer to avoid food technologies and select organic foods have lower levels of trust in government sources compared with those who select conventional products (Williams & Hammit 2001).
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