Chauffage ohmique, hautes pressions hydrostatiques, … les technologies de pointe s’invitent dans les produits biologiques : quel impact sur la valeur perçue et les intentions d’achat des consommateurs ?

The demand for processed organic products has increased over the last decade. This market dynamic raises questions, both researchers and consumers, who are sometimes sceptical about industrial processing methods. In this paper, we investigate the role of more or less innovative, and more or less publicly known, processes on consumer perceptions and attitudes towards organic products. To this end, we are conducting an experiment (still in progress) to understand how the use of advanced technologies used in the food industry impacts the perceptions and attitudes of a set of French consumers. A pilot study carried out in August 2022 provides us with initial insights and reveals a marked preference for what we consider to be more traditional processes when it comes to organic products. These results allow us to add to the knowledge on this subject, which is still under-researched in the agri-food sector, and to provide recommendations to organic processing professionals.