Consumer perception of risk towards new sustainable non-thermal food processing technologies: A cross-cultural study between Portugal, Germany, and the UK

Consumers are interested in sustainable and safe food with positive sensory attributes, either minimally processed or incorporating sustainable processes. However, the introduction of new food technologies may generate concern among consumers. This study aims to identify ways to decrease consumers' risk perception of new technologies: High pressure, Non-thermal Plasma, Pulsed Electric Field, and Ultrasound. This cross-cultural study was conducted in three contrasting countries: Portugal, Germany, and the United Kingdom, recruiting over 400 consumers per country. The survey presented twelve constructs based on the Ecological Framework, which was used to predict perceived risk. Factors affecting such perception varied both for technologies and countries, as shown by a multiple regression model. Food technology neophobia, perceived relative severity, and trust were common factors across all countries. This study demonstrates that developing and producing new products using non-thermal technologies should consider the country's consumers' risk perception factors.