New food production technologies’ perception: Psychological barriers to consuming nonstandard protein sources

¹ Southern Federal University, 344006, Rostov-on-Don, Russia
² Don State Technical University, 344002 Rostov-on-Don, Russia

^* Corresponding author: heimag@yandex.ru

Abstract

With an increasing population, the problem of shortage of food resources is growing. Modern production and agriculture can overcome this problem through the use of biotechnology. However, the growing demand for organic products is becoming an obstacle to mass production. In order to change consumer demand, the manufacturer needs to know the characteristics of consumer perception of various product categories. So in the case of organic goods, people are willing to overpay because of the feeling of their safety and health benefits. Low awareness of modern food production methods results in consumers refusing to choose products created through biotechnology. Including people are afraid to buy alternative sources of protein. The most popular substitute for natural meat is vegetable meat. Less popular but promising protein sources include insects, cultured meat, and 3D printed meat. Neophobia and aversion are barriers to the consumption of alternative protein sources. These barriers can be broken down through positive customer awareness of the product.