Califano, Giovanbattista (2024) Decoding Consumer Perceptions of Food Technology Innovations: A Transdisciplinary Perspective. [Tesi di dottorato]

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Abstract

In an era characterized by rapid technological advancements and pressing environmental concerns, the food industry faces the dual challenge of meeting growing consumer demands while ensuring sustainability. This thesis explores the complexities of consumer acceptance of innovative food technologies, with a focus on both incremental and radical innovations. Through a series of four studies, this research investigates the interplay of sensory, psychological, economic, and informational factors that shape consumer perceptions and behaviours. The first study explores the adoption of biodegradable and compostable packaging among Italian consumers using a hybrid framework that integrates the Theory of Planned Behaviour with Discrete Choice Experiments. The results highlight the significant role of consumer knowledge and sensory perceptions, particularly the aversion to opaque packaging materials, in influencing the choice for sustainable packaging. The second study examines the impact of sensory and informational cues, such as packaging colours and names, on consumer acceptance of cultured meat—a potentially transformative innovation in food technology. The findings reveal that consumer acceptance varies significantly based on demographic factors and levels of food technology neophobia, suggesting the need for tailored marketing strategies. The third study takes a step further by assessing the visual appeal of real versus AI-generated food images. This study shows that while AI-generated images can enhance visual appeal, the lack of authenticity and transparency when disclosed can undermine consumer trust. The fourth study investigates consumer trust in AI-generated food and drink recipes, revealing a general openness to AI creativity in familiar domains but scepticism when it comes to more innovative dishes. Overall, this thesis provides a holistic understanding of the barriers and drivers that influence consumer choices in the context of food innovation. The findings underscore the importance of integrating transdisciplinary insights and adopting sophisticated experimental designs and advanced statistical techniques to better capture the nuances of consumer behaviour. The insights gained are valuable for policymakers and industry stakeholders looking to promote sustainable and innovative food solutions in alignment with consumer expectations.

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