The study aimed at investigating the influence of four variables related to processing technology and formulation on consumer’s choice of fruit juice, and to explore the moderating effect of food technology neophobia (FTN). A choice‐conjoint task was implemented considering four variables: processing technology, added sugar, preservatives and cold pressing. Sixteen pairs of labels were presented to 369 Brazilian consumers to that indicate which of the products they would purchase. Then, they answered the FTN scales and a socio‐demographic questionnaire. Data were analysed using a logit model with random parameters. Results showed that cold pressing, pressurisation and the claims ‘no added sugar’ and ‘no preservatives’ had a positive effect on consumers’ choices, whereas the claim ‘not pressurised’ had a negative effect. The FTN moderated the effect of the variables on participants' choices of fruit juices. The main difference between groups of consumers with different level of neophobia (low, medium and high) was related to the effect of information about juice processing.

中文翻译：

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加工技术和配方如何影响消费者对果汁的选择？

这项研究旨在调查与加工技术和配方有关的四个变量对消费者选择果汁的影响，并探讨食品技术新恐惧症（FTN）的调节作用。选择-联合任务的执行考虑了四个变量：加工技术，添加的糖，防腐剂和冷榨。向369个巴西消费者展示了16对标签，表明他们将购买哪种产品。然后，他们回答了FTN量表和社会人口统计学调查表。使用具有随机参数的logit模型分析数据。结果表明，冷压，加压和声称“不添加糖”和“不含防腐剂”对消费者的选择具有积极影响，而“不加压”的主张具有消极影响。FTN缓和了变量对参与者果汁选择的影响。不同程度的恐惧症（低，中，高）的消费者群体之间的主要区别与果汁加工信息的效果有关。