31. Consumer Trends and Perception of Novel Technologies

  1. Howard Q. Zhang2,
  2. Gustavo V. Barbosa-Cánovas3,
  3. V.M. Balasubramaniam4,5,
  4. C. Patrick Dunne6,
  5. Daniel F. Farkas7 and
  6. James T.C. Yuan8
  1. Christine M. Bruhn

Published Online: 20 APR 2011

DOI: 10.1002/9780470958360.ch31

Nonthermal Processing Technologies for Food

Nonthermal Processing Technologies for Food

How to Cite

Bruhn, C. M. (2010) Consumer Trends and Perception of Novel Technologies, in Nonthermal Processing Technologies for Food (eds H. Q. Zhang, G. V. Barbosa-Cánovas, V.M. Balasubramaniam, C. P. Dunne, D. F. Farkas and J. T.C. Yuan), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9780470958360.ch31

Editor Information

  1. 2

    USDA Western Regional Research Center, 800 Buchanan St., Albany, CA 94710, USA

  2. 3

    Center for Nonthermal Processing of Food, Washington State University, Pullman, WA 99164-6120, USA

  3. 4

    Department of Food Science and Technology, USA

  4. 5

    Department of Food Agricultural and Biological Engineering, The Ohio State University, 333 Parker Food Science and Technology Building, 2015 Fyffe Court, Columbus, OH 43210-1007, USA

  5. 6

    Science, Technology and Applied Research Directorate, U.S Army Natick Soldier R, D & E Center, 15 Kansas Street, Natick, MA 01760, USA

  6. 7

    Department of Food Science and Technology, Oregon State University, Corvallis, OR 97331-6602, USA

  7. 8

    Pepsico Beverages & Foods, 100 Stevens Avenue, Valhalla, NY 10595, USA

Author Information

  1. University of California, Davis Center for Consumer Research, Department of Food Science & Technology, One Shields Avenue, Davis, CA 95616-8598, USA

Publication History

  1. Published Online: 20 APR 2011
  2. Published Print: 31 DEC 2010

ISBN Information

Print ISBN: 9780813816685

Online ISBN: 9780470958360



  • driving forces - consumer trends and perception of novel technologies, acceptance of a technology, consumer's perception of benefits and risks;
  • consumers, not asking for technologies - expecting the food industry, to deliver products with benefits in their lives;
  • consumer attitudes, not always predicting - actual marketplace behavior;
  • good flavor, convenience, and health-enhancing properties - key consumer benefits in today's marketplace;
  • consumer research, identifying questions - consumers, and a new technology;
  • new processing technologies - advantages that consumers seek;
  • flavor ratings, lower when people were told that product - produced by a new processing method;
  • neutral or positive information - repeated exposures to a technology, lowering concern;
  • research, and consumer's view - of important product characteristics;
  • continuous consumer communication - a pivotal role in acceptance


This chapter contains sections titled:

  • Overview

  • Consumer Priorities

  • Perceived Risks

  • Product Benefits, a Driving Factor

  • Communicate with the Public

  • A Case Study: Irradiated Food

  • Summary

  • References