Consumers’ Perceptions of Novel Process Technologies: The Case of High Pressure Processed Chilled Ready Meals

摘要: Consumers’ growing concerns with regard to the food supply chain continue influence their perceptions of emerging novel processes. The main objective this study was explore consumers’ and potential purchase motivations for chilled ready meals produced using high pressure processing. In-depth one-to-one soft laddering interviews were conducted in-home 40 purchasers meals, aged between 18 44 years, living in Dublin City County, Ireland. in-depth discussions explored a range issues concerning acceptance processing, as well preferences processed meal concepts. results showed that consumers generally receptive towards processing meals. Subsequent revealed where consumer could potentially arise application technique distinct differences groups across consumption patterns life stages motivations. insights generated from research can assist companies design consumer-relevant communication strategies, which effectively differentiate incumbent products.