Foods with “clean labels,” that is, foods with few ingredients, may mitigate the stigma from the lack of healthfulness in processed food products. However, with conventional technologies, clean labels are difficult to achieve. We conducted a survey, including choice experiment scenarios, in which half of the respondents were presented scenarios to purchase a shelf-stable ready meal with a clean label/fewer ingredients, and the other half were presented scenarios including the clean label/fewer ingredients and a new technology that allows for processed foods to be produced with fewer ingredients. In general, respondents were willing to pay a price premium for the clean label and the new food technology used. However, such preferences were heterogeneous. In the version of the survey that did not include the type of technology, the classes were “clean label incredulous,” “moderate believers in clean labels,” and “strong believers in clean labels.” In the survey version including the type of technology, the classes were “clean label indifferent and technology takers,” “moderate believers in clean labels and technology indifferent,” and “strong believers in clean labels and technology indifferent.” Our findings underscore the importance of providing consumers with information about a new technology and the resulting benefits to reduce perceived risks and increase consumer acceptance.

中文翻译：

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消费者对带有清洁标签和新食品技术的食品的偏好

带有“清洁标签”的食品，即成分很少的食品，可以减轻加工食品缺乏健康的耻辱感。然而，使用传统技术，清洁标签难以实现。我们进行了一项调查，包括选择实验场景，其中一半的受访者被呈现了购买带有清洁标签/较少成分的货架稳定即食食品的场景，另一半呈现的场景包括清洁标签/较少成分和一种新技术，可以用更少的成分生产加工食品。总体而言，受访者愿意为清洁标签和使用的新食品技术支付溢价。然而，这种偏好是异质的。在不包括技术类型的调查版本中，这些课程是“清洁标签不可信”、“清洁标签的温和信徒”和“清洁标签的坚定信徒”。在包括技术类型的调查版本中，类别为“清洁标签冷漠和技术接受者”、“清洁标签和技术冷漠的中度信徒”和“清洁标签和技术冷漠的坚定信徒”。我们的研究结果强调了为消费者提供有关新技术的信息以及由此带来的好处以降低感知风险和提高消费者接受度的重要性。”和“对清洁标签和技术无动于衷的坚定信仰者”。我们的研究结果强调了为消费者提供有关新技术的信息以及由此带来的好处以降低感知风险和提高消费者接受度的重要性。”和“对清洁标签和技术无动于衷的坚定信仰者”。我们的研究结果强调了为消费者提供有关新技术的信息以及由此带来的好处以降低感知风险和提高消费者接受度的重要性。