Working Paper Article Version 2 This version is not peer-reviewed

Are They Careful enough? Testing Consumers’ Perception of Alternative Processing Methods on the Quality of Organic Food

Version 1 : Received: 21 June 2021 / Approved: 22 June 2021 / Online: 22 June 2021 (12:06:04 CEST)
Version 2 : Received: 3 July 2021 / Approved: 5 July 2021 / Online: 5 July 2021 (08:10:21 CEST)

How to cite: Kilic, B.; Cubero Dudinskaya, E.; Proi, M.; Naspetti, S.; Zanoli, R. Are They Careful enough? Testing Consumers’ Perception of Alternative Processing Methods on the Quality of Organic Food. Preprints 2021, 2021060540 Kilic, B.; Cubero Dudinskaya, E.; Proi, M.; Naspetti, S.; Zanoli, R. Are They Careful enough? Testing Consumers’ Perception of Alternative Processing Methods on the Quality of Organic Food. Preprints 2021, 2021060540

Abstract

Given the increasing public interest in how ingredients are processed and the growing demand for organic food products, it is critical to understand consumers’ expectations about the process-related quality of organic products. Consumers perceive organic food to be nutritious, healthy and either natural or less processed, as they are afraid of the loss of nutrients and other natural properties of the food products. However, emerging food processing technologies might generate healthy and safe food options with nutritional quality properties. Simplified communication schemes might help to overcome this barrier. The main objective of this paper is to propose a working definition of "careful processing" for organic products and test its consistency while being used in scoring different processing methods by consumers. Results show that the proposed definition allows to consistently rate alternative processing methods. Consumers tend to score novel processing methods such as pulsed electric fields and microwave as less careful, supporting the idea that organic consumers want the least man-made interference with their food products. Results show that a simple but effective definition of careful processing may help consumers to distinguish further organic food products from conventional ones, no matter which communication scheme is used.

Subject Areas

food processing; packaging; UHT; high-pressure; pulsed-electric fields; pasteurization; mi-cro-wave; consumer research; farm-to-fork

Comments (1)

Comment 1
Received: 5 July 2021
Commenter: Raffaele Zanoli
Commenter's Conflict of Interests: Author
Comment: Title change and few cahnges in the text
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