Exploring Consumer Awareness and Perceptions of Canastra Minas Artisanal Cheese: Text Highlighting as a Useful Approach

ABSTRACT This study used text highlighting (TH) and online questionnaires to assess awareness and perceptions of Canastra cheese safety and quality and their impact on purchase decisions. A total of 100 participants performed the TH method in sensory analysis booths, where they read a text about Canastra cheese and used colored pens to highlight terms they liked or disliked. After completing the task, participants responded to attitudinal questions using Likert scales. An online questionnaire was distributed to another 100 Canastra cheese consumers to assess their perceptions of food safety and product quality. The results revealed a positive perception with high participant engagement, though consumer awareness could be improved. Women gave higher credibility on certification and legislation statements. Safety perception significantly influenced purchase intention, with state certification seals having the most significant impact. Canastra cheese has the potential to establish itself as a high‐quality and safe cheese. However, increasing consumer awareness, enhancing legislation, and implementing effective communication strategies are essential to promote and recognize it and similar artisanal products.