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Non-thermal food processing technologies are becoming more important in the organic food sector because, beyond preserving the organic feature, they could offer organic products with additional benefits in terms of enhanced nutritional content and healthiness as well as better sensory properties that could satisfy the more complex demands of organic consumers. Berries have a well-known health benefits and show increasing market shares in European markets while dehydration can increase the food convenience in terms of extended shelf-life. This study investigates for the first time organic consumers' stated preferences, attitudes and individual differences for a non-thermal organic processing technology. Specifically, we investigated consumers' preferences for organic dried strawberries varying in drying technology used, such as the most conventional (i.e. thermal) air drying and the most innovative (i.e. non-thermal) microwave drying, origin, price levels, and nutrient contents in three European countries: Norway, Romania and Turkey. Data from a total of 614 consumers were collected through an online choice experiment. Results show that on average consumers prefer organic dried strawberries produced with air drying technology that have national origin, with natural nutrient content and at low price, but country and individual differences are identified. Consumers who showed least rejection for microwave dried products are young, mostly from Norway and have higher positive attitudes towards new food technologies. Consumers who showed most rejection for microwave dried products are older, mostly from Turkey and have higher positive attitudes for organic, natural and ecological products. Organic producers who adopt microwave drying might better inform consumers about the characteristics, the process and highlight the nutritional benefits of such technology. Finally, this research informs policy makers about the need to define and regulate more clearly microwave drying as an organic technology, as well as to regulate labelling to ensure that consumers are not misled and correctly informed about the new technology. Unlabelled Image • First study to look at consumers' preferences for non-thermal processed (i.e. microwave drying) organic foods. • Preferences for organic dried strawberries are investigated in three European countries. • On average consumers reject microwave drying and prefer air drying. • Producers should better inform consumers of the nutritional benefits of microwave drying. [ABSTRACT FROM AUTHOR]

Different strategies for investigating individual differences among consumers using choice experiments are compared. The paper is based on a consumer study of iced coffee in Norway. Consumers (n = 102) performed a choice task of twenty different iced coffee profiles varying in coffee type, production origin, calorie content and price following an orthogonal design. Consumer factors, such as socio-demographics, attitudes and habits, were also collected. Choice data will be analysed using two different clustering strategies. Strategy one is the most classical approach called Latent Class Logit (LCL) model, while Strategy two uses Mixed Logit (ML) model combined with Principal Component Analysis (PCA) for visual segmentation or with automatic clustering detection using Fuzzy C Means clustering (FCM). The clusters obtained can be interpreted using external consumer factors by using the Partial Least Square – Discrimination Analysis (PLS-DA) model. The different approaches are compared in terms of data analysis methodologies, modelling, outcomes, interpretation, flexibility, practical issues and user friendliness. [ABSTRACT FROM AUTHOR]

• Finnish consumer preferences for low carbon emission and low saturated fat butter. • On average, consumers preferred butter produced from cows fed with regular feed. • One-third of consumers preferred butter derived from cows fed with rapeseed feed. • Younger, and higher educated consumers preferred butter derived from rapeseed feed. • Implications and recommendations for dairy producers and marketers. Currently, there is an ongoing debate related to the large environmental impact of livestock greenhouse gas (GHG) emissions and the negative effect of saturated fat contained in the animal foods on human health. In response to these adverse effects, dairy producers have adopted strategies to reduce these effects by modifying the conventional livestock feed composition. This study investigated, for the first time, Finnish consumers' willingness to pay (WTP) and heterogeneous preferences for butter derived from milk produced by cows fed with lipid-rich rapeseed feed, hereafter called rapeseed feed, which can reduce the GHG emissions from cows, and the saturated fat content of dairy products. Using a hypothetical choice experiment (CE) involving butter that varied across four attributes (i.e. type of feed, saturated fat content, Carbon Trust label, and price), our results show that, on average, consumers preferred the low-price butter, produced from cows fed with regular feed, labelled with the claim "Reduced saturated fat", and branded with the "Carbon Trust" label. Interestingly, we found that one-third of consumers were willing to pay a premium price for butter derived from milk produced by cows fed with rapeseed feed. Furthermore, we found that younger, and higher educated consumers tend to prefer butter derived from cows fed with rapeseed feed. These findings provide useful insights into the psychology of consumers' level of acceptance and attitudes that can be used by dairy producers and marketers in communicating to the public the nature of the new feed practices to reduce the negative environmental emissions, and saturated fat content of dairy products. [ABSTRACT FROM AUTHOR]

Two different strategies for investigating individual differences among consumers in choice experiments using the Mixed Logit Model are compared. The study is based on a consumer study of iced coffees in Norway. Consumers (n = 102) performed a choice task of twenty different iced coffee profiles varying in coffee type, production origin, calorie content and price following an orthogonal design. Consumer attributes, such as socio-demographics, attitudes and habits, were also collected. Choice data were first analyzed using the Mixed Logit Model and then two different approaches were adopted for investigating consumer attributes. The first strategy, called one-step strategy , includes the consumer attributes directly in the Mixed Logit Model. The second strategy, called multi-step strategy , combines different methods of analysis such as Mixed Logit Model based on the design factors only, followed by Principal Component Analysis and Partial Least Squares regression to study consumer attributes. The two approaches are compared in terms of data analysis methodologies, outcomes, practical issues, user friendliness, and interpretation. Overall, we think the multi-step strategy is the one to be preferred in most practical applications because of its flexibility and stronger exploratory capabilities. [ABSTRACT FROM AUTHOR]

The authors compare two conjoint analysis approaches eliciting consumer preferences among different product profiles of iced coffees in Norway: rating-based and choice-based conjoint experiments. In the conjoint experiments, stimuli were presented in the form of mock-up pictures of iced coffees varying in coffee type, production origin, calorie content and price, following an orthogonal design. One group of participants ( n = 101) performed a rating task of 12 iced coffees whereas another group ( n = 102) performed a choice task on 20 iced coffees presented in eight triads. Then, all participants performed self-explicated rating and ranking evaluations of the iced coffee attributes. The rating data were analyzed by a Mixed Model ANOVA while the choice data were analyzed by a Mixed Logit Model. Both models include conjoint factors, demographic variables and their interactions. Results show that the two approaches share similar main results, where consumers prefer low calorie and low price iced coffee products. However, additional effects are detected within each of the two approaches. Further, self-explicated measures indicate that coffee type is the primary attribute for consumers’ selection of iced coffee. The two conjoint approaches are compared and discussed in terms of experimental designs, data analysis methodologies, outcomes, user-friendliness of the results interpretation, estimation power and practical issues. [ABSTRACT FROM AUTHOR]