An investigation of young and educated Chinese consumers' perceptions of beverages treated by pulsed-electric field and high hydrostatic pressure processing

High hydrostatic pressure processing (HPP) and pulsed-electric field (PEF) are processing technologies that add value to foods by improving safety through lowering microbial loads in addition to minimizing the changes in sensory properties and nutritional value. Little is known about how Chinese consumers perceive these processing technologies and what factors influence their food decision making. This thesis investigated Chinese consumers’ perceptions of HPP and PEF processing technologies, and the subsequent influence of these perceptions on consumers’ decision making for beverages treated by these technologies. Both qualitative and quantitative research approaches were employed in five consumer studies: (i) focus groups were conducted to investigate consumers’ perceptions of HPP and PEF technologies and their treated healthy beverages; (ii) the attributes, consequences, and personal values influencing consumers’ healthy beverage decision making were identified using means-end chain theory and association pattern technique; (iii) conjoint analysis was used to measure the relative importance of the extrinsic attributes when consumers make fruit juice decisions; (iv) napping with ultra-flash profiling was applied to understand the sensory attributes that drive consumers’ perceptions of apple juices; and (v) the effects of technology information on consumers’ acceptance of HPP and PEF treated apple juices were investigated using “blind-label-informed” acceptance test. The findings revealed that Chinese consumers were generally open-minded and receptive towards HPP and PEF technologies and were prepared to pay a premium for the treated beverages. Perceived benefits such as the reduced need for additives, retained flavor, and nutritional content for HPP and PEF treated beverages were most valued by the Chinese consumers. However, there are four key considerations that must be addressed during the development and marketing of HPP and PEF treated food products in China. Firstly, it is important to identify Chinese consumer segments. Cluster analysis identified three Chinese consumer segments: Health Conscious, Premium Product, and Long Product Shelf-life, revealing heterogeneity in Chinese consumers’ product preferences. Secondly, it is crucial for food manufacturers to select the right processing method for food products. The effects of HPP and PEF technologies on the sensory profile of apple juices were cultivar dependent. Thirdly, educational and communication requirements need to be carefully considered as these play a pivotal role in consumer acceptance of HPP and PEF technologies. The provision of technology information diminished consumers’ perceived risks towards HPP and PEF technologies, and increased their stated purchase intentions for the treated beverages. Lastly, special attention should be given to improving the labels of HPP and PEF treated food products. It is recommended to provide the processing technology information applied to the food on the product’s label as this information had a positive influence on Chinese consumer acceptance of HPP and PEF treated products. The current thesis has demonstrated the use of a consumer-oriented approach to obtain an understanding of the mechanisms by which Chinese consumers form perceptions of HPP and PEF processing technologies and how these perceptions influence consumers’ beverage decision making. The insights gained in this thesis indicate an exciting time ahead for manufacturers of HPP and PEF treated food and beverage products in China