文章基本信息

标题：Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real?
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作者：Lene Waldenstrøm ; Marte Berg Wahlgren ; Åse Strand 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2022
卷号：11
期号：14
DOI：10.3390/foods11142170
语种：English
出版社：MDPI Publishing
摘要：The aim of the present study was to explore Norwegian consumers’ attitudes toward smoke-flavoring of cold smoked salmon (CSS), by conducting a digital survey and focus group discussions. Some of the smoke-flavoring techniques, like atomized purified condensed smoke, is considered healthier than conventional smoking. Manufacturers of CSS are, however, hesitant to use all kinds of smoke-flavoring due to expected consumer skepticism. In the digital survey, the expected skepticism was confirmed ( n = 487). Only 15% of the respondents were positively oriented toward smoke-flavoring of CSS. The selection criterion for the focus group discussion was based on the results from the survey and resulted in three attitude-oriented focus groups (negative, neutral, and positive). The negative focus group considered smoke-flavored CSS to be unnatural and out of the question to buy or eat. Unlike the negative focus group, the neutral group was curious to learn more and open to potential smoke-flavor benefits. However, credible information or science was crucial to influence CSS choice. Future studies may investigate whether the existent of this large group of curious neutral consumers (47% of the respondents) influence manufacturers (of CSS) skepticism or how various types of product information could steer consumer acceptance of smoke-flavoring of CSS.
关键词：Atlantic salmon;smoke-flavoring;consumer;attitude;quantitative;qualitative;survey;focus groups;curiosity;established beliefs