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Public sensemaking of active packaging technologies: A feature-based perspective.

Alexandra Festila1, Polymeros Chrysochou1,2, Sophie Hieke

  • 1Aarhus University, Denmark.

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Public understanding of active packaging technologies develops in two stages: first grasping the core function, then understanding its broader role. This research explores how consumers make sense of food preservation innovations.

Keywords:
active packaging technologiesfocus groupssensemakingtechnology features

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Area of Science:

  • Food Science
  • Consumer Behavior
  • Technology Adoption

Background:

  • Active packaging technologies preserve food by absorbing or releasing substances.
  • Public understanding is crucial for the adoption of novel food technologies.
  • Sensemaking frameworks can explain how consumers interpret new technologies.

Purpose of the Study:

  • To investigate how the public makes sense of active packaging technologies.
  • To identify the levels and features influencing public understanding of these innovations.
  • To provide insights for stakeholders aiming to improve technology adoption.

Main Methods:

  • Qualitative research using ten focus groups across five countries (Ireland, Denmark, Italy, Spain, China).
  • Analysis of public discourse and understanding of active packaging features.
  • Exploration of sensemaking processes at different feature-proximity levels.

Main Results:

  • Sensemaking occurs at two levels: proximal (understanding the essence) and distal (understanding the locus in broader contexts).
  • Salient technology features drive initial understanding (proximal representations).
  • Holistic understanding emerges as features become less salient (distal representations).

Conclusions:

  • Public sensemaking of active packaging is a multi-level process influenced by feature salience.
  • Understanding these levels can inform strategies for increasing consumer acceptance and adoption.
  • Theoretical contributions to public sensemaking of novel technologies and practical implications for stakeholders.