Survey reveals urban consumers’ attitudes and beliefs regarding the use of wax on apples.

Cliff, M.A., Li, J.B., and Stanich, K. (2014). "Survey reveals urban consumers’ attitudes and beliefs regarding the use of wax on apples.", Journal of Food Quality, 37(1), pp. 29-41. doi : 10.1111/jfq.12065  Access to full text

Abstract

This research explored consumers' awareness, attitudes and beliefs regarding the use of wax on apples, using a survey consisting of five demographic questions, 14 apple wax questions and five apple wax information statements. Consumers responded to queries regarding the use and nature of wax coatings, as well as any health and environmental concerns. They identified their preferred apple treatment (unwaxed, waxed, either) four times throughout the survey, after being presented with information. Consumers' responses were evaluated according to their demographics (age, gender and ethnicity). Statistical analyses (frequency plots, analysis of variance) were used to evaluate data from the two largest ethnic subgroups of consumers (European, Asian) (n = 781). On average, consumers lacked knowledge and information about apple waxing. Interestingly, 84% of consumers initially stated they preferred unwaxed apples. While some 40% of consumers changed their preferences once additional information was provided, another 42.3% of consumers did not.

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