Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real?
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 conv...
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Online Access: | https://hdl.handle.net/11250/3035068 https://doi.org/10.3390/foods11142170 |
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ftnofima:oai:nofima.brage.unit.no:11250/3035068 2023-05-15T15:32:30+02:00 Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real? Waldenstrøm, Lene Wahlgren, Marte Berg Strand, Åse Lerfall, Jørgen Øvrum Gaarder, Mari 2022 application/pdf https://hdl.handle.net/11250/3035068 https://doi.org/10.3390/foods11142170 eng eng Nofima AS: 202103 Norges forskningsråd: 314318 Foods. 2022, 11 (14), . urn:issn:2304-8158 https://hdl.handle.net/11250/3035068 https://doi.org/10.3390/foods11142170 cristin:2041231 18 11 Foods 14 Quantitative Smoke flavoring Consumer Attitude Atlantisk laks Atlantic salmon Peer reviewed Journal article 2022 ftnofima https://doi.org/10.3390/foods11142170 2022-12-07T23:46:20Z 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. publishedVersion Article in Journal/Newspaper Atlantic salmon Nofima Knowledge Archive (Brage) Foods 11 14 2170 |
institution |
Open Polar |
collection |
Nofima Knowledge Archive (Brage) |
op_collection_id |
ftnofima |
language |
English |
topic |
Quantitative Smoke flavoring Consumer Attitude Atlantisk laks Atlantic salmon |
spellingShingle |
Quantitative Smoke flavoring Consumer Attitude Atlantisk laks Atlantic salmon Waldenstrøm, Lene Wahlgren, Marte Berg Strand, Åse Lerfall, Jørgen Øvrum Gaarder, Mari Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real? |
topic_facet |
Quantitative Smoke flavoring Consumer Attitude Atlantisk laks Atlantic salmon |
description |
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. publishedVersion |
format |
Article in Journal/Newspaper |
author |
Waldenstrøm, Lene Wahlgren, Marte Berg Strand, Åse Lerfall, Jørgen Øvrum Gaarder, Mari |
author_facet |
Waldenstrøm, Lene Wahlgren, Marte Berg Strand, Åse Lerfall, Jørgen Øvrum Gaarder, Mari |
author_sort |
Waldenstrøm, Lene |
title |
Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real? |
title_short |
Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real? |
title_full |
Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real? |
title_fullStr |
Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real? |
title_full_unstemmed |
Norwegian Consumers’ Skepticism towards Smoke-Flavoring of Salmon—Is It for Real? |
title_sort |
norwegian consumers’ skepticism towards smoke-flavoring of salmon—is it for real? |
publishDate |
2022 |
url |
https://hdl.handle.net/11250/3035068 https://doi.org/10.3390/foods11142170 |
genre |
Atlantic salmon |
genre_facet |
Atlantic salmon |
op_source |
18 11 Foods 14 |
op_relation |
Nofima AS: 202103 Norges forskningsråd: 314318 Foods. 2022, 11 (14), . urn:issn:2304-8158 https://hdl.handle.net/11250/3035068 https://doi.org/10.3390/foods11142170 cristin:2041231 |
op_doi |
https://doi.org/10.3390/foods11142170 |
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Foods |
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11 |
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14 |
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2170 |
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1766362992452042752 |