Positive health and technology attitudes as promoters of acceptance of new food products

The aim of this study was to examine how consumers' background attitudes towards healthy eating and towards the use of new technology in food processing influence their acceptance of new foods in which these new technologies have been used.Two types of products were examined: one everyday product (wholemeal roll) with a healthy image, and the other a delicacy product eaten occasionally (strawberry jam).One conventional and two new versions of both product types were included.The data were collected by two questionnaires, which consumers filled in before and after a short home use period.In the first session, the 200 participants tasted the products.After this blind tasting they were informed about the production technologies used (use of enzymes, high-pressure technology) and their implications for the nutritional quality (high fibre, vitamins) of the products.A subsequent questionnaire inquired purchase intents, attitude measures, such as consumer's health orientation and attitudes towards food technology.These measurements were replicated after two weeks period of home use, with the exception that the tasting was not blind.The final sample consisted of 183 subjects. Consumers' positive attitudes towards healthy eating and food technology promoted especially the acceptance of products, which were relevant for these motivational bases.High health interest was related to higher intentions to purchase high-fibre rolls, and positive technology attitudes to higher intentions to purchase "high-pressure" jams.Whereas, in case of conventional products, the background attitudes did not relate to the purchase intentions. Home exposure did not significantly change the intentions to purchase the products, except slightly in case of one of the 6 product alternatives.