Understanding food technology evaluation across supply chain actors

Abstract

World development trends such as increasing world population, climate change, urbanization, malnutrition, food waste and losses as well as resource scarcity are challenging the global food system. To address these challenges, there is a need for new food technologies at different levels of the food supply chain to ensure food safety and food security. New food technologies are key contributors in the transformation of food systems but they are dependent on the evaluation of the involved actors in the food chain (e.g. farmers, processors, traders, consumers). In this research, ‘evaluation’ is an umbrella term used to encompass the measurement of acceptance, adoption, intention, perception, and ‘willingness to pay’. To investigate the research landscape of new food technology evaluation by involved chain actors in more detail, this thesis provides a systematic overview of theoretical models and factors. Furthermore, this thesis empirically applies various theoretical models in the domain of new food technology evaluation while focusing on different supply chain levels. <br /> By means of a systematic literature review (N=183 studies), this thesis examined the overall research landscape of theory-based new food technology evaluation. Several research gaps were found, including a lack of evaluation research targeting chain actors other than consumers (e.g. farmers and processors). There was also a lack of research focusing on non-GM food technologies (e.g. upcoming new food technologies like CRISPR/Cas and 3D food printers) and food technologies in developing countries. The most often applied theories at consumer level were the Theory of Planned Behavior and Protection Motivation Theory. However, most studies developed their own models which included factors such as trust in institutions, information assessment, perceived risks and benefits, attitudes toward the product/technology, quality perception of the product, perceived behavioral control, and impact on health. These identified factors served as the basis to propose a new model for consumer studies: the so-called new Food Technology Acceptance Model. This model was empirically tested within this thesis.<br /> From an empirical perspective, this thesis addresses identified research gaps while providing insights into new food technology evaluation research from both the demand side (i.e. consumers’) and the supply side (i.e. traders’) for different technologies (i.e. 3D-printed food, dietary supplements and improved packaging). Hence, well-known theories were tested for their applicability in the area of new food technology evaluation with respect to different technologies and supply chain levels. <br /> A major finding of this research was based on a survey of 350 German consumers. This research found that the purchase decision involvement in health enhancing food technologies such as dietary supplements was highly influenced by individuals’ health motivation rather than their actual health statuses. Involvement, in turn, was an important predictor for the actual purchase of new food technologies. Furthermore, a survey of 463 German consumers suggested that people’s intention to consume 3D-printed foods was largely influenced by the opinions of others (subjective norms); but, also on trust in institutions. Resulting from a survey with 80 Tanzanian traders, subjective norms were important predictors for traders’ adoption of an improved packaging; however, perceived behavioral controls by traders had a larger effect.<br /> The contribution of this thesis is thus multi-fold. First, this thesis contributes to the theoretical understanding of technology evaluation by (1) extending the focus beyond consumers to other food supply chain actors, (2) targeting a wider range of new food technologies, (3) examining the use of well-established explanatory models, (4) identifying key factors, and (5) developing a theoretical model including main factors influencing new food technology evaluation at consumer level. Furthermore, this thesis uses different data collection and data analysis methods, and thus, adds to the methodological understanding of conducting research within this domain. Through applying theoretical concepts, this thesis extends the assessment of food technology evaluation on consumer and trader levels, and thus contributes empirical insights into the discussion of new food technology implementation throughout the supply chain. Eventually, this thesis concludes with recommendations for future research. Recommendations include, for example, to focus more on all relevant actors within the food technology evaluation research for a more holistic understanding of the implementation process of new food technologies along the supply chain. This would enhance the success of these technologies to have a fruitful impact to tackle the challenges in the food system.