Utilizing Discrete Choice Experiments to Understand Consumer Acceptance and Willingness to Pay for High Pressure Processed Pickles, with Blind and Informed Treatment Groups
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This study examined consumer responses to high-pressure processing (HPP) relative to conventional pasteurization in pickle cucumbers. A sensory evaluation with 113 participants compared pasteurized and HPP-treated samples across overall liking, flavor, appearance, and texture. While no significant differences emerged for overall liking or flavor, pasteurized pickles were preferred in appearance and texture (p < 0.001), consistent with instrumental measurements of firmness. To assess consumer valuation, discrete choice experiments estimated willingness to pay (WTP) for packaging and processing attributes. Control group participants exhibited a higher premium for glass jars ($2.22) than those receiving nutritional and quality information ($1.21), reflecting greater price sensitivity among informed consumers. Information treatments increased engagement by reducing no-choice selections but did not significantly enhance preferences for HPP products, likely due to the timing of communication after sensory exposure. Overall, findings suggest that acceptance of HPP pickles hinges less on resistance to the technology itself than on sensory quality, product packaging, and communication strategy. Tailored messaging and improved texture outcomes may enhance adoption, while heterogeneity in preferences highlights opportunities for targeted positioning.