首页|Are consumers willing to pay for a product processed by emerging technologies? The case of chocolate milk drink processed by cold plasma

Are consumers willing to pay for a product processed by emerging technologies? The case of chocolate milk drink processed by cold plasma

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  • NSTL
  • Elsevier
This study aimed to evaluate the consumers' perception (n = 1085) about processing chocolate milk drinks by cold plasma. The consumers were asked about food technology neophobia, familiarity and, willingness to buy the product, sensory attributes, and perceived quality compared to traditional technologies. The consumers considered that new technologies could have a negative impact on health, natural quality of the product, and environment, that the benefits of the new technologies are overstated, and that could be a risk replacing the traditional technologies. However, most of the consumers (72.3%) were willing to buy the chocolate milk drink processed by cold plasma, mainly if the price is similar to that of the conventional product. Chocolate milk drink should have a brown color, chocolate flavor, typical chocolate and milk taste, and high consistency. The willingness to buy the new product increases with the belief that the new technologies would not bring negative health effects, while it decreases with the unfamiliarity with new technologies, doubts about the information provided by the media, or no perceived quality compared to the traditional technology. Therefore, it is important that the food industry provide consumers with trustable, understandable, and clear information so that the lack of confidence could be overcome.

Consumer perceptionSensory characteristicCold plasmaEmerging technologyAttitudes

Coutinho, Nathalia M.、Silveira, Marcello R.、Guimaraes, Jonas T.、Fernandes, Leonardo M.、Pimentel, Tatiana C.、Silva, Marcia C.、Borges, Fabio O.、Fernandes, Fabiano A. N.、Rodrigues, Sueli、Freitas, Monica Q.、Esmerino, Erick A.、Cruz, Adriano G.

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Univ Fed Fluminense UFF, Fac Med Vet, BR-24230340 Niteroi, RJ, Brazil

Inst Fed Educ Ciencia & Tecnol Rio de Janeiro IFR, Dept Alimentos, BR-20270021 Rio De Janeiro, Brazil

Inst Fed Parana IFPR, BR-87703536 Paranavai, Parana, Brazil

Univ Fed Fluminense UFF, Lab Plasma & Espectroscopia Atom, Inst Fis, BR-24210340 Niteroi, RJ, Brazil

Univ Fed Ceara UFC, Dept Engn Quim, BR-60440900 Fortaleza, Ceara, Brazil

Univ Fed Ceara UFC, Dept Engn Alimentos, BR-60440900 Fortaleza, Ceara, Brazil

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2021

10.1016/j.lwt.2020.110772

LWT-Food Science & Technology

LWT-Food Science & Technology

ISSN：0023-6438
年,卷(期)：2021.138
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