1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Nofima Mat4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
What do the consumers think?
New products and new processing techniques are continuously developed within the food industry. While food scientists may focus on the technical novelty and applaud the progress of science, consumers are often conservative and skeptical towards changes. As learned from earlier experiences with gene modification and irradiation, the advantage that a new processing technology has to offer, do not necessarily guarantee the success of a product in the market place. Consumer acceptance depends on whether consumers perceive specific benefits associated with the product (Frewer, Howards, Shephard 1996; Frewer, Howards, Hedderley, Shephard 1997). Accordingly, to identify factors that influence consumer acceptance is important for market success.