Measuring consumer resistance to a new food technology: A choice experiment in meat packaging

The success of new food technologies hinges on consumers’ behavioral responses to the innovation. New packaging technologies associated with improved quality and safety have been introduced but it is unclear if they will be successful. The market success of food innovations depends critically on consumers’ perceptions of and response to the technologies. Using non-hypothetical consumer choice experiments and the food technology neophobia scale, this study examines consumer perceptions and estimates willingness-to-pay (WTP) for vacuum packaging of fresh beef under different information treatments. The findings suggest that information about the positive and potential negative properties of vacuum packaging play an important role in shaping consumers’ attitudes towards vacuum packaging and WTP for vacuum-packaged beef steaks. Results for participants FTNS scores are significantly correlated with their stated food safety perceptions, indicating that risk perceptions together with food safety concerns are major determinants of consumer resistance to food technologies. The results demonstrate the importance of consumer information and education about new food technologies in light of underlying resistance factors to avoid innovation failure in the marketplace.

► We quantify willingness-to-pay for food packaging innovations using choice experiments.
► Consumer resistance to innovation is measured with the food technology neophobia scale.
► Resistance to food innovation is a function of information, familiarity and socio-economics.
► Willingness-to-pay for vacuum packaged steaks increases with information on benefits.
► Consumers perceive technology benefits to outweigh potential food safety risks.