Impact of information and Food Technology Neophobia in consumers’ acceptance of shelf-life extension in packaged fresh fish fillets

Modern consumers are increasingly asking for sustainability in food production. However, in real life, they may be skeptical about novel food technology and refuse to buy innovative products. Providing positive information about the innovations may reduce consumers’ skepticism and incentivize firms R&D activity. Accordingly, this paper aims to test the effect of informative messages on consumers’ acceptance of shelf-life extension on fresh packaged fish. The impact of information is tested on a sample of consumers from Northern and Southern Italy that evaluated an innovatively packaged portion of fresh sea bream (Sparus aurata). The results of the survey highlight that different information strategies may increase positive attitudes towards some attributes of the new product. However, the most important antecedent of attitudes is the individual Food Technology Neophobia. The research provides a starting point in the study of the effect of informative messages on consumers’ acceptance of shelf life extension technology on fresh fish and its relationship with neophobia.