Consumer acceptance of wood‐based food additives

Purpose The aim of this paper is to investigate consumer attitudes to, and acceptance of, affective communication in the context of pre‐knowledge regarding wood‐based food additives. Design/methodology/approach A survey of 263 Austrian consumers was carried out to investigate pre‐knowledge, attitude and attitude change as a result of affective communication about wood‐based food additives. Findings About 14 per cent of the sample had pre‐knowledge concerning wood‐based food additives. In general the attitudes towards wood‐based additives were significantly better than those towards food additives in general. The results indicate a connection between pre‐knowledge and attitude. Respondents who had knowledge about wood‐based food additives evaluated them better, especially in contrast to those who had wrong ideas about them. Furthermore, it proved possible to improve the evaluations of those respondents who did not know about wood‐based additives by providing basic information. Practical implications The provision of additional information would improve the marketing potential of wood‐based additives, especially in contrast to additives in general. If the topic is ignored, there is a risk that public discussion could be based on non‐knowledge‐based conceptions by some consumers. The provision of early impact information is suggested in this regard. Originality/value Although the use of wood as a raw material in the food industry is common, it has not been a subject of public or scientific discussion to date.