Consumer attitudes towards the application of smart packaging technologies to cheese products

•Respondents were in favour of the use of technology to extend shelf life.•Nanotechnology derived the highest level of awareness of all technologies.•Consumer acceptance depends on the type of technology and cheese application.•Participants were not willing to pay more for the use of smart packaging technology.•However, willingness to pay more increased with the provision of information.

The survey conducted set out to explore consumer knowledge and attitudes pertaining to cheese shelf life expectation, advanced packaging technologies (smart, active and intelligent packaging and nanotechnology). Also, the willingness of a consumer to pay more for the extension of shelf life using the above technologies was assessed. Nanotechnology derived the highest level of awareness, with the other technologies receiving lower levels of recognition. Consumer acceptance of technologies varied depending on technology type and cheese application. Willingness to pay more for products containing these technologies was deemed unacceptable; however, willingness increased after participants received information about the value of using such technologies. Results indicate that provided product recipients are sufficiently educated, the future is optimistic for the employment of smart technologies to cheese products.