Chinese Consumers' Acceptance of Novel Technologies Designed To Control Foodborne Bacteria.

Abstract: Chinese consumers (n = 604) were asked three times to rate their acceptance of traditional thermal processing and several newer technologies (high pressure processing, irradiation, bacteriophages, antimicrobial packaging, pulsed electric fields, and rinsing meat carcasses with antimicrobial solutions) designed to control foodborne bacteria in food (i) based on their existing knowledge, (ii) after the provision of information about L. monocytogenes, and (iii) after further reading a brief description of the technology. Thermal processing (6.00 of 7 on Likert scale) and high pressure processing (5.73 of 7) were rated the most acceptable technologies, and rinsing with antimicrobial solutions (4.43 of 7) was rated the least acceptable technology. Information outlining the benefits of a technology had a larger positive effect on acceptance of every novel technology discussed (increases of 0.14 to 0.49 units depending on the technology) than information about L. monocytogenes and a brief description of the technology. This research has shown that providing information about foodborne bacteria and a technology designed to control them will improve consumers' acceptance of the technology, with the provision of information being of most importance for technologies for which the consumers are less familiar. Chinese consumers accepted or rejected a food technology for a variety of reasons; however, consumers with a greater awareness of foodborne bacteria rated the acceptability of novel technologies designed to kill bacteria higher than those with a low awareness (0.56 to 1.71 units depending on the technology). The results of this research will be of benefit to food companies considering adopting novel technologies to control foodborne bacteria because they provide insights that will enable them to develop more effective communication and implementation strategies.