Consumer Acceptance of New Sustainable Food Technologies: Upcycling Technology, Biostimulants, and Artificial Intelligence

ABSTRACT Food systems have a significant impact on environmental sustainability, underscoring the need for innovative technologies to support more sustainable agricultural methods. However, the adoption of these technologies hinges on consumer acceptance, making the analysis of consumer perceptions essential. This study examines consumer acceptance of three sustainable food technologies, namely upcycling technologies, biostimulants, and artificial intelligence (AI), in agriculture through a cross‐sectional online survey involving 2416 Italian adults representative of the population. It explores participants' knowledge, consumers' beliefs, and purchase intentions regarding these technologies and the novel foods treated with them. Findings indicate limited consumer knowledge, with AI applied in agriculture being relatively better known but perceived as less natural and riskier. Upcycled foods, while seen as sustainable, are associated with low levels of pleasantness. Biostimulants occupy a middle ground, being perceived as more innovative than Upcycling Technology but less artificial, risky, and reassuring compared to AI. Notably, the observed differences between technologies are small, despite statistical significance. Psychological and attitudinal factors, such as variety‐seeking in food choices, food technology neophobia and food involvement, have a stronger association with purchase intentions than socio‐demographic variables. Trust in actors within the agribusiness system, knowledge of new technologies, and consumers' beliefs about new foods are also positively associated with the purchase intention of foods treated with these technologies. The study emphasizes the importance of tailored communication strategies to overcome barriers, highlighting sustainability and quality while addressing perceived risks and unconscious fears. These insights are critical for advancing the adoption of innovative and sustainable food technologies in agriculture.