Testing consumer responses to new packaging concepts 559 best solution in these studies. In the uk 88% thought both should be on the package and only about 11% would have been happy with either date mark or TTI(Anon, 1991). In the USA 75% thought that both should be attached to the package, but acceptance for the date mark (23%)and TtI tag(24%)were equal (Sherlock and Labuza, 1992). This may be due partly to the way the question was asked In the UK the study respondents had to make choices between the alternatives, whereas in the American study the questions were asked on separate rating scales. Therefore the same people could support the self- sufficiency both of date stamps and TTls. Having TTls in the package increased respondents willingness to buy the product by 72%(Sherlock and Labuza, 1992). The date marks and TTIs were regarded as tools that can complement each other and thus give a better guarantee of product quality(Anon, 1991 Sherlock and Labuza, 1992) In the study carried out in the Uk(Anon, 1991)the time-temperature indicators were also regarded as tools to educate consumers on how to keep food at home. If the product is in prime condition when bought and then the indicator changes rapidly at home, this may tell the consumer that the product has been stored in too warm an environment. The indicator would clearly demonstrate to consumers the need for appropriate practices in handling foods that should be 26.5 Consumers and the future of active and intelligent k Active and intelligent packaging technology offers several benefits to consumers. the different absorbers and indicators can be used for various purposes. The basic purpose is to guarantee that the food products are safe and keep their quality better. The performance of distinct applications of active and intelligent packaging is based on several mechanisms: some measure time and temperature sum, others absorb certain compounds that promote spoilage, and others, excrete beneficial compounds(hurme et al., 2002). The technological possibilities are well ahead of commercial applications, which may be due to suspicion about consumer attitudes towards these new devices. Consumers tend to be sensitive about novelty in the food domain, as food ingested and incorporated in the body could be an unknown substance and a potential source of risk As with all innovations, innovators themselves and early adapters are the first to adopt them, then acceptance spreads to the majority of the population According to Eastlack et al.(1993 )adoption happens relatively rapidly for packaging solutions. This may be due to the high exposure consumers have to new packaging solutions during their weekly visits to supermarkets or grocery stores and the low risk of these products. Nevertheless, to gain success in the market the new packaging solutions need to provide consumers with benefits or solutions to their current problemsbest solution in these studies. In the UK 88% thought both should be on the package and only about 11% would have been happy with either date mark or TTI (Anon., 1991). In the USA 75% thought that both should be attached to the package, but acceptance for the date mark (23%) and TTI tag (24%) were equal (Sherlock and Labuza, 1992). This may be due partly to the way the question was asked. In the UK the study respondents had to make choices between the alternatives, whereas in the American study the questions were asked on separate rating scales. Therefore the same people could support the self￾sufficiency both of date stamps and TTIs. Having TTIs in the package increased respondents’ willingness to buy the product by 72% (Sherlock and Labuza, 1992). The date marks and TTIs were regarded as tools that can complement each other and thus give a better guarantee of product quality (Anon., 1991; Sherlock and Labuza, 1992). In the study carried out in the UK (Anon., 1991) the time-temperature indicators were also regarded as tools to educate consumers on how to keep food at home. If the product is in prime condition when bought and then the indicator changes rapidly at home, this may tell the consumer that the product has been stored in too warm an environment. The indicator would clearly demonstrate to consumers the need for appropriate practices in handling foods that should be kept refrigerated. 26.5 Consumers and the future of active and intelligent packaging Active and intelligent packaging technology offers several benefits to consumers. The different absorbers and indicators can be used for various purposes. The basic purpose is to guarantee that the food products are safe and keep their quality better. The performance of distinct applications of active and intelligent packaging is based on several mechanisms: some measure time and temperature sum, others absorb certain compounds that promote spoilage, and others, excrete beneficial compounds (Hurme et al., 2002). The technological possibilities are well ahead of commercial applications, which may be due to suspicion about consumer attitudes towards these new devices. Consumers tend to be sensitive about novelty in the food domain, as food ingested and incorporated in the body could be an unknown substance and a potential source of risk. As with all innovations, innovators themselves and early adapters are the first to adopt them, then acceptance spreads to the majority of the population. According to Eastlack et al. (1993) adoption happens relatively rapidly for new packaging solutions. This may be due to the high exposure consumers have to new packaging solutions during their weekly visits to supermarkets or grocery stores and the low risk of these products. Nevertheless, to gain success in the market the new packaging solutions need to provide consumers with benefits or solutions to their current problems. Testing consumer responses to new packaging concepts 559