Consumer acceptance of wood‐based food additives

Author(s):

Tobias Stern (Kompetenzzentrum Holz Wood K plus, Vienna, Austria)

Rainer Haas (Department of Economics and Social Sciences, Institute for Marketing & Innovation, University of Natural Resources and Applied Life Sciences, Vienna, Austria)

Oliver Meixner (Department of Economics and Social Sciences, Institute for Marketing & Innovation, University of Natural Resources and Applied Life Sciences, Vienna, Austria)

Citation:

Tobias Stern, Rainer Haas, Oliver Meixner, (2009) "Consumer acceptance of wood‐based food additives", British Food Journal, Vol. 111 Issue: 2, pp.179-195, https://doi.org/10.1108/00070700910931995

Downloads:

The fulltext of this document has been downloaded 1166 times since 2009

Abstract:

Purpose

– The aim of this paper is to investigate consumer attitudes to, and acceptance of, affective communication in the context of pre‐knowledge regarding wood‐based food additives.

Design/methodology/approach

– A survey of 263 Austrian consumers was carried out to investigate pre‐knowledge, attitude and attitude change as a result of affective communication about wood‐based food additives.

Findings

– About 14 per cent of the sample had pre‐knowledge concerning wood‐based food additives. In general the attitudes towards wood‐based additives were significantly better than those towards food additives in general. The results indicate a connection between pre‐knowledge and attitude. Respondents who had knowledge about wood‐based food additives evaluated them better, especially in contrast to those who had wrong ideas about them. Furthermore, it proved possible to improve the evaluations of those respondents who did not know about wood‐based additives by providing basic information.

Practical implications

– The provision of additional information would improve the marketing potential of wood‐based additives, especially in contrast to additives in general. If the topic is ignored, there is a risk that public discussion could be based on non‐knowledge‐based conceptions by some consumers. The provision of early impact information is suggested in this regard.

Originality/value

– Although the use of wood as a raw material in the food industry is common, it has not been a subject of public or scientific discussion to date.

Keywords:

Consumer behaviour, Food additives, Wood products, Attitudes, Austria, Food industry

Type:

Research paper

Publisher:

Emerald Group Publishing Limited

Copyright:

© Emerald Group Publishing Limited 2009
Published by Emerald Group Publishing Limited

References

Citation:

Tobias Stern, Rainer Haas, Oliver Meixner, (2009) "Consumer acceptance of wood‐based food additives", British Food Journal, Vol. 111 Issue: 2, pp.179-195, https://doi.org/10.1108/00070700910931995

Downloads:

The fulltext of this document has been downloaded 1166 times since 2009

Keywords:

Consumer behaviour, Food additives, Wood products, Attitudes, Austria, Food industry

Type:

Research paper

Publisher:

Emerald Group Publishing Limited

Copyright:

© Emerald Group Publishing Limited 2009
Published by Emerald Group Publishing Limited

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