Acceptance of Food Technologies, Perceived Values and Consumers’ Expectations towards Bread. A Survey among Polish Sample

• Main Authors: Marta Sajdakowska, Maria Królak, Witold Zychowicz, Marzena Jeżewska-Zychowicz
• Format: Article
• Language: English
• Published: MDPI AG 2018-04-01
• Series: Sustainability
• Subjects: technologies; acceptance; cereals; bread; consumers; Poland
• Online Access: http://www.mdpi.com/2071-1050/10/4/1281

The aims of the study were to identify the perceptions about the technologies that are used to increase the nutritional value of cereal products, and to evaluate relations between consumers’ perceptions of them, expected changes to bread, and the perceived values. Quantitative data was collected through computer-assisted personal interviews (CAPI) within a sample of 1000 Polish adults. Clustering method was used to identify homogeneous groups based on opinions on the technologies used in the production of cereals and cereal products. Neutral attitudes towards technologies were presented in the sample with relatively greater acceptance of traditional crossbreeding of varieties and enrichment processes. Nevertheless, three homogeneous clusters were identified: technological sceptics (33.6%), technological traditionalists (15.0%) and technological enthusiasts (51.4%). Technological traditionalists appreciated the naturalness of food, tradition, natural environment, quality of life and health more than the other clusters. Perceiving themselves as a person valuing tradition and quality of life was associated with belonging to the technological sceptics. Both sceptics and traditionalists declared greater fears resulting from the application of new technologies in food production, including threats to the environment, health, naturalness of food and quality of life. Technological enthusiasts were anticipating more changes in bread. The differences among the clusters, including perceived values, require communication that is adapted to the profile of the consumers. The results can be useful for bread manufacturers to predict the demand and deliver against it and for marketers who are responsible for the process of effective product labelling and communication in order to meet the consumer needs.