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Consumer Perspectives on Processing Technologies for Organic Food

Hüppe, Ronja and Zander, Katrin (2021) Consumer Perspectives on Processing Technologies for Organic Food. Foods - Consumer Behavior and Food Choice, 10 (6), pp. 1212-1228.

[thumbnail of Hueppe and Zander 2021 - Consumer Perspectives on Processing Technologies for Organic Food.pdf] PDF - English
Available under License Creative Commons Attribution.


Document available online at: https://www.mdpi.com/2304-8158/10/6/1212


Over the last years, consumer demand for natural and healthy convenient food has increased, and with it the demand for organic convenience food. With convenience food, the processing level increases, which consumers are sceptical of. This holds especially for organic consumers who prefer natural, healthy, and sustainable food products. In the literature, consumer preferences are investigated for processed conventional food, but rarely for organic products. Therefore, this study investigates consumers’ knowledge, expectations, and attitudes towards selected processing technologies for organic food. Nine focus groups with 84 organic consumers were conducted, discussing preservation technologies of organic milk and orange juice. Results showed that participants had little knowledge about processing technologies but were interested in their benefits. Organic processing technologies should include fewer processing steps, low environmental impact, while keeping the product as natural as possible. Since consumers want to know benefits but not details of processing, asking consumers for their specific preferences when developing new processing technologies remains challenging. This paper shows how consumers’ benefit and risk perception including their want for naturalness, and scepticism for new technologies shape their evaluation of (organic) food processing technologies. Two consumer groups with different attitudes towards processing could be identified: ’organic traditionalists’ and ‘organic pragmatics’.

EPrint Type:Journal paper
Keywords:processing technologies, organic processing, consumer preference, focus groups, food preservation, shelf life, consumer behaviour, organic food, ProOrg, BÖLN, BOELN, BÖL, BOEL, FKZ 17OE015
Agrovoc keywords:
consumer preferences -> consumer behaviour
food preservation
shelf life -> keeping quality
organic food products -> organic foods
German - Deutsch
Subjects: Food systems > Food security, food quality and human health
Food systems > Processing, packaging and transportation
Values, standards and certification > Consumer issues
Food systems > Produce chain management
Research affiliation: European Union > CORE Organic > CORE Organic Cofund > ProOrg
Germany > Federal Organic Farming Scheme - BOELN > Food > Quality
Germany > University of Kassel > Department Organic Food Quality and Food Culture
Horizon Europe or H2020 Grant Agreement Number:696231
Deposited By: Hüppe, Ronja
ID Code:40001
Deposited On:31 May 2021 10:51
Last Modified:05 Apr 2022 09:52
Document Language:English
Refereed:Peer-reviewed and accepted

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