Controlled atmosphere storage of apples: An online study of consumer attitudes and willingness to eat

Controlled atmosphere (CA) storage technology is widely employed in the food industry, playing a crucial role in extending the shelf life of fresh produce. However, the understanding of consumer acceptance of CA storage is limited. This knowledge gap motivated the present research, which assessed the acceptance of CA storage of apples among 1499 adult consumers in the UK using online survey methodology (incl. attitude and behavioural questions) combined with text highlighting. Overall, consumers held a positive view of CA storage, with only a minority (18 %) expressing a negative opinion towards this food technology. A favourable attitude towards CA storage was strongly associated with behavioural intention to eat. Nearly three-quarters of participants (74.5 %) indicated that they were willing to eat (WTE) an apple stored for 8 months via CA storage, while only 13.0 % stated they would not. When the storage duration was 2 months, WTE rose to 83.7 %. Consumer feedback was collected using text highlighting methodology where participants read a text that explained what CA storage entails and outlined some of its pros and cons. The ability to prolong storage while maintaining high quality was most positively received, whereas the capacity to store apples for up to a year was viewed less favourably. Upon consumer segmentation, the latter concern was more pronounced among consumers who expressed a neutral or negative stance towards CA storage of apples. The perceived credibility and trustworthiness of the information provided influenced attitudes towards CA storage. The research aim of advancing knowledge of consumer acceptance of CA storage was achieved. The implications for the fresh produce sector are positive as they overall support the continued use of CA storage. Future research should explore ways to enhance consumer acceptance of CA storage, for example, by offering more opportunities to taste high-quality fruit known to be CA stored.