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Nofima AS, P. O. Box 210, Osloveien 1, NO-1433 Ås, Norway, Tel: +47 02140, www.nofima.no, post@nofima.no - Norwegian Institute of Food, Fisheries and Aquaculture Research
12th Pangborn Sensory Science Symposium, 20-24 August 2017, Providence, Rhode Island, USA
P2.2.02
European consumers' preferences for organic processing
technologies: case study on dried berries
in Norway, Romania and Turkey
Asioli, D.a,b,h, Rocha, C.c,d, Wongprawmas, R.e, Popa, M.f, Gogus, F.g, and Almli, V. L.a
aNOFIMA AS, Ås, Norway; bNorwegian University of Life Sciences, Ås, Norway; cUniversity of Porto, Porto, Portugal; d SenseTest Lda., Portugal; eUniversity of Bologna, Italy; fUniversity of Agricultural Sciences and
Veterinary Medicine of Bucharest, Bucharest, Romania.; gGaziantep University, Gaziantep, Turkey; h University of Arkansas, Fayetteville, United States.
BACKGROUND
Microwave drying is a new mild technology that is able
to dry fruit by retaining a larger quantity of nutrients
such as vitamins, minerals and fibers (Chandrasekaran,
Ramanathan, & Basak, 2013). This study investigates
consumers’ acceptance of this new technology in
organic dried strawberries varying in nutrients content,
price and origin.
Fig 1: Example of a choice set used in the discrete choice experiment
OBJECTIVES
(i) To investigate consumer choice for organic dried
berries produced with mild processing technologies
(ii) To study processing preferences in interaction with
price, origin and nutrients content
(iii) To compare three European cultures: Norway,
Romania and Turkey
MATERIALS & METHODS
Choice Experiment with 4 conjoint attributes:
Price: 3 levels; Origin: 2 levels (Europe and Own country);
Technology: 2 levels (Air drying and Microwave drying);
Nutrients: 2 levels (Basic level and More nutrients)
11 choice sets of two product alternatives plus “opt-out”
option (D-optimal design in Ngene 1.1.1; D-error: 0.63) (Fig. 1)
Web-survey in Norway Romania and Turkey
N= 200 consumers per country
Data analysis (STATA module mixlogit and The Unscrambler 10.3)
oMixed Logit model with main effects and interactions
oPrincipal Component Analysis (PCA) for visual segmentation
oPartial Least Squares Discriminant Analsyis (PLS-DA) for segment
characterization
CONCLUSIONS
•Consumers on average prefer Low prices, National
Origin and Air drying technology in all countries.
•Technology preferences interact with origin in Norway
and Turkey, and with nutritional content in Romania.
Table 1: Choice model results. Estimate indicates mean population effects; STD. DEV. indicates
individual differences. Significance at 5%, 1% and 0.1% are indicated with stars.
EFFECTS NORWAY ROMANIA TURKEY
ESTIMATE STD. DEV. ESTIMATE STD. DEV. ESTIMATE STD. DEV.
Price -0.225*** 0.228*** -0.046*-0.093*** -0.570** -0.100***
Origin 4.061*** 3.021*** 2.918*** 2.284*** 2.638*** 3.117***
Technology -3.537*** 2.723*** -3.722*** 2.990*** -4.208*** 3.518***
Nutrients 0.0330 0.933** 0.051 -0.707** -0.381 -0.363
Price*Origin -0.014 -0.156** -0.057 0.033 -0.015 0.074*
Price*Technology 0.005 0.009 0.048 -0.109 0.042 0.022
Price*Nutrients -0.017 0.039 -0.027 -0.080** -0.007 0.026
Technology*Origin 1.934** 3.744*** -0.561 2.152*** -0.999*-1.255
Technology*Nutrients -0.332 -1.900*** -0.728*0.346 -0.268 -1.293**
Nutrients*Origin 0.145 -1.004 0.634 0.952** 0.860*-0.381
Opt-out (No buy) -5.702*** 6.530*** -3.553*** 2.899*** -4.765*** 3.174***
RESULTS
This study was conducted within the EcoBerries project. Financial support for this project
is provided by funding bodies within the FP7 ERA-Net CORE Organic Plus, and with
cofunds from the European Commission.
Fig 2: Consumer segmentation along PC1 in Romania
Air drying is preferred in all countries (Table 1)
Microwave drying is better accepted in National products
than in products of European origin (Norway, Turkey)
Individual consumer heterogeneity is identified for various
effects (Table 1)
In Romania and Turkey consumers split primarily on
Air/Microwave drying technology (Fig. 2); in Norway
consumers split primarily on Buy/No-buy
Microwave
Drying
Air
Drying