Testing consumer responses to new packaging concepts 551 safe shelf-life may be a hard concept to sell to consumers. Safety is likely to be for consumers a self-evident feature and therefore regarded as a basic requirement in packed food products. Therefore, consumers do not assess the package based on its safety merits, rather they assess the convenience of using the pack when taking the presumably safe foodstuff from the package. Th implies that consumers need to be educated about the possible benefits that active and intelligent packaging can provide them and treating the different types of packaging solutions as integral parts of the product rather than the foodstuff and packaging as separate issues. Although active and intelligent ackaging methods have been studied widely and innovations have been developed very few of them have been developed into commercially available products( Hurme et al, 2002). One reason for the slow progress may have been the anticipated consumer concerns of these new applications. Surprisingly, however, very few consumer studies have been published on this topic This chapter describes how different approaches can be used to study consumers'attitudes towards active and intelligent packaging technology. The first section calls attention to the special problems that are encountered when novel technologies are studied. Then the principles of most frequently used qualitative and quantitative methods are introduced and their strengths and weaknesses are discussed a short overview of our current knowledge on consumer attitudes towards active and intelligent packaging will follow the methodological section. The few studies carried out have mostly dealt with consumers'attitudes towards oxygen absorbers and time-temperature indicators The last section in this chapter will discuss the future prospects of active and intelligent packaging from a consumer standpoint; what the issues are that need to be taken into account and how to approach possible consumer concerns 26.2 Special problems in testing responses to new packaging The novelty aspect and the fact that food products are regarded as entities including both package and foodstuff create challenges for studying consumer responses to new packaging technologies. When asked about familiar issues consumers tend to have either positive or negative attitudes that are activated by asking questions related to them. This process depends on the importance and topicality of the subject. Information on important or on relevant matters are given more attention and the belief structures tend to be more complex for relevant than for non-relevant issues. Recent exposure to the topic, on the other hand, makes the beliefs more accessible. When required to give answers about new food products or technologies these responses can be very arbitrary. People give responses although they are not sure what the question actually involves since this is the socially most appropriate and easiest way of handling questions The issues that come out are highly dependent on the associations these new technologies create in consumers' minds and what other matters are relevant for ler at the timesafe shelf-life may be a hard concept to sell to consumers. Safety is likely to be for consumers a self-evident feature and therefore regarded as a basic requirement in packed food products. Therefore, consumers do not assess the package based on its safety merits, rather they assess the convenience of using the pack when taking the presumably safe foodstuff from the package. This implies that consumers need to be educated about the possible benefits that active and intelligent packaging can provide them and treating the different types of packaging solutions as integral parts of the product rather than the foodstuff and packaging as separate issues. Although active and intelligent packaging methods have been studied widely and innovations have been developed very few of them have been developed into commercially available products (Hurme et al., 2002). One reason for the slow progress may have been the anticipated consumer concerns of these new applications. Surprisingly, however, very few consumer studies have been published on this topic. This chapter describes how different approaches can be used to study consumers’ attitudes towards active and intelligent packaging technology. The first section calls attention to the special problems that are encountered when novel technologies are studied. Then the principles of most frequently used qualitative and quantitative methods are introduced and their strengths and weaknesses are discussed. A short overview of our current knowledge on consumer attitudes towards active and intelligent packaging will follow the methodological section. The few studies carried out have mostly dealt with consumers’ attitudes towards oxygen absorbers and time-temperature indicators. The last section in this chapter will discuss the future prospects of active and intelligent packaging from a consumer standpoint; what the issues are that need to be taken into account and how to approach possible consumer concerns. 26.2 Special problems in testing responses to new packaging The novelty aspect and the fact that food products are regarded as entities including both package and foodstuff create challenges for studying consumer responses to new packaging technologies. When asked about familiar issues consumers tend to have either positive or negative attitudes that are activated by asking questions related to them. This process depends on the importance and topicality of the subject. Information on important or on relevant matters are given more attention and the belief structures tend to be more complex for relevant than for non-relevant issues. Recent exposure to the topic, on the other hand, makes the beliefs more accessible. When required to give answers about new food products or technologies these responses can be very arbitrary. People give responses although they are not sure what the question actually involves since this is the socially most appropriate and easiest way of handling questions. The issues that come out are highly dependent on the associations these new technologies create in consumers’ minds and what other matters are relevant for the consumer at the time. Testing consumer responses to new packaging concepts 551