26 Testing consumer responses to new packaging concepts L. Lahteenmaki and A. arvola, VTT Biotechnology, Finland 26.1 Introduction: new packaging techniques and the consumer New packaging techniques promise consumers safe food products that keep their high quality throughout shelf-life. The improved quality has been achieved by applying tailored technological solutions that require highly specialised knowl edge. From consumers' point of view these new techniques require explanations if food can keep fresh for an unexpected and thereby unnaturally long time Consumers in general tend to be suspicious towards novelty in food products as any new element can be potentially harmful(Rozin and Royzman, 2001) Furthermore, applying technology to achieve benefits can add to distrust as technology by itself can have negative connotations. Understanding how the benefits have been achieved requires advanced consumer education on the principles of food spoilage The basic functions of the package have been described as containing the foodstuff, protecting and maintaining its quality, providing information for the consumer, convenience in use, being environmentally friendly, and selling the product(Hurme et al., 2002). For consumers, the favourable packaging attributes include convenience in opening, resealing, storing and disposing (Eastlack et al., 1993, Mikkola et al., 1997). These positive attributes are almost all related to the practical properties of packages and how easy they are to use but include no safety issues. Similarly, most negative attributes referred to lack of convenience, the only safety related attributes listed were ' product spoils easily'and can spill or leak'(Eastlack et al, 1993) Most active and intelligent packaging methods aim at improving the quality nd safety of food products. The improvement of safety by producing longer26.1 Introduction: new packaging techniques and the consumer New packaging techniques promise consumers safe food products that keep their high quality throughout shelf-life. The improved quality has been achieved by applying tailored technological solutions that require highly specialised knowl￾edge. From consumers’ point of view these new techniques require explanations if food can keep fresh for an unexpected and thereby unnaturally long time. Consumers in general tend to be suspicious towards novelty in food products as any new element can be potentially harmful (Rozin and Royzman, 2001). Furthermore, applying technology to achieve benefits can add to distrust as technology by itself can have negative connotations. Understanding how the benefits have been achieved requires advanced consumer education on the principles of food spoilage. The basic functions of the package have been described as containing the foodstuff, protecting and maintaining its quality, providing information for the consumer, convenience in use, being environmentally friendly, and selling the product (Hurme et al., 2002). For consumers, the favourable packaging attributes include convenience in opening, resealing, storing and disposing (Eastlack et al., 1993; Mikkola et al., 1997). These positive attributes are almost all related to the practical properties of packages and how easy they are to use, but include no safety issues. Similarly, most negative attributes referred to lack of convenience, the only safety related attributes listed were ‘product spoils easily’ and ‘can spill or leak’ (Eastlack et al., 1993). Most active and intelligent packaging methods aim at improving the quality and safety of food products. The improvement of safety by producing longer 26 Testing consumer responses to new packaging concepts L. La¨hteenma¨ki and A. Arvola, VTT Biotechnology, Finland