Påverkar konsumenters kunskapsgrad acceptansen av en ny livsmedelsteknik?

: En studie med fokus på högtrycksbehandlad skivad skinka

Abstract

Introduction: Consumer acceptance of a new food technology is decisive for whether products produced by new methods succeed in establishing themselves on the market. For a new technology to be accepted, consumers need to identify and understand the added value that the new technology contributes to the product. High pressure treatment, also called HPP, is a non-thermal technique that eliminates pathogenic bacteria using high pressure. Prepackaged products can have an extended shelf life of up to 98 days after HPP treatment compared to untreated products. Aim: The purpose of the study was to investigate consumer acceptance of high-pressure processed sliced ham. Furthermore, it was investigated whether consumers' level of knowledge (Food literacy) and gender influence acceptance of a new food technology. Method: Data were collected via questionnaire and semi-structured focus group discussions. The main purpose of the survey was to determine the participants' Food literacy level and to create a selection for focus groups. Collected data from the focus group discussions were transcribed and analyzed through coding and thematization. Results: The results of the study emphasize a pronounced need for information and knowledge about HPP as a food engineering process for the acceptance of high pressure processed sliced ham. Consumers' degree of food literacy affects how information is interpreted and used in connection with acceptance of new food technology. The results also show that acceptance of a new technology is something that develops over time and requires repeated exposure to and accessibility to the product. Economy and sustainable development were additional factors of importance for process and product acceptance. Conclusion: Increased information, and knowledge of HPP as a process, has a positive impact on consumer acceptance of high-pressure sliced ham. Higher degree of knowledge (Food literacy) can, however, make it more difficult to accept new food technology due to the individual's ability to question the product or process. The study also shows that the concept of acceptance is complex where central incentives are identity, convenience, and responsibility. These incentives influence consumer acceptance of new technologies as well as food choices.

Date of Award	2024-Jun
Original language	Swedish
Supervisor	Viktoria Olsson (Supervisor), Bo Ekstrand (Supervisor) & Karin Wendin (Examiner)