Consumer Perspectives on Processing Technologies for Organic Food.

Over the last years, consumer demand for natural and healthy convenient food has increased, and with it the demand for organic convenience food. With convenience food, the processing level increases, which consumers are sceptical of. This holds especially for organic consumers who prefer natural, healthy, and sustainable food products. In the literature, consumer preferences are investigated for processed conventional food, but rarely for organic products. Therefore, this study investigates consumers' knowledge, expectations, and attitudes towards selected processing technologies for organic food. Nine focus groups with 84 organic consumers were conducted, discussing preservation technologies of organic milk and orange juice. Results showed that participants had little knowledge about processing technologies but were interested in their benefits. Organic processing technologies should include fewer processing steps, low environmental impact, while keeping the product as natural as possible. Since consumers want to know benefits but not details of processing, asking consumers for their specific preferences when developing new processing technologies remains challenging. This paper shows how consumers' benefit and risk perception including their want for naturalness, and scepticism for new technologies shape their evaluation of (organic) food processing technologies. Two consumer groups with different attitudes towards processing could be identified: 'organic traditionalists' and 'organic pragmatics'.