Consumers’ acceptance and perceptions of precision fermentation dairy
(A2026-131679)

AUTHORS

Aline Simonetti, Institute for Food and Resource Economics, University of Bonn; Benedetta Peressi, University of Bonn/Università Cattolica del Sacro Cuore; Dominic Lemken, Institute for Food and Ressource Economics, University of Bonn

ABSTRACT

We examine consumer acceptance of dairy products made via precision fermentation (PF) when conventional and plant-based options are available. In a within-subject experiment, 390 participants made forced choices for cheese, yoghurt, milk, ice cream, and rated perceived sensorial quality for cheese and yoghurt, alongside food neophobia and food technology neophobia. PF options were generally chosen less than conventional products, yet often more than plant-based alternatives (except milk). Perceived sensorial quality strongly and negatively mediates the effect of product type on willingness to buy (WTB): lower expected taste, smell, texture, and appearance depress choice for PF and plant-based options. Moderation analyses indicate that food technology neophobia—and not general food neophobia—reduces perceived quality and WTB. Results suggest near-term opportunities for PF dairy and point the need to build familiarity, trust, and sensorial perceptions to accelerate adoption.