An adaptation of repertory grid methodology to evaluate Australian consumers’ perceptions of food products produced by novel technologies

To assess the acceptance of novel food technologies, the Repertory Grid Method was used in 13 focus groups of two age groups (younger 20–40 yr and older 40–60 yr). Seventy-two subjects were presented with text descriptions of 12 products produced by novel and established technologies, grouped in four triads. A facilitator elicited perceived attributes (constructs) from focus group participants which were then rated by individuals on semi-structured line scales on personal computers. Generalised Procrustes analysis revealed that high pressure processing (HPP) applied to orange juice was favourably perceived. Generally other novel products were strongly associated with “unknown consequences” and “interference” despite several novel technologies claiming to have health or environmental benefits, however, younger participants were generally more positive. Furthermore preference scores for products produced by novel technologies were all, with the exception of HPP, significantly lower (p < 0.05) than for conventional products.