Stakeholder perceptions and barriers to the adoption of novel non-thermal food processing technologies for citrus waste valorization: A multi-actor study in Greece and Malta

The transition towards more sustainable and circular food systems is encouraging the development of novel non-thermal technologies capable of improving resource efficiency and supporting the valorization of agro-industrial waste. However, technological performance alone does not ensure their successful adoption, which also depends on how different actors across the value chain perceive their economic, environmental, social and institutional implications. This study investigates stakeholder perceptions of novel non-thermal technologies for citrus waste valorization in Greece and Malta, with particular attention to the opportunities and barriers influencing their diffusion. Q methodology was applied to 51 stakeholders, including 27 participants in Greece and 24 in Malta, representing different actors within the food innovation ecosystem. Factor analysis identified three distinct perspectives in each country. The results reveal generally positive perceptions of the environmental and social benefits of novel non-thermal technologies in Greece, while stakeholders in Malta place comparatively greater emphasis on economic and environmental benefits. Despite these differences, economic feasibility emerges as a central concern in both countries, particularly regarding the capacity of novel technologies to reduce costs, increase producer incomes and create market opportunities. The findings further show that adoption is influenced by compatibility with existing practices, governance conditions, stakeholder knowledge and the perceived credibility of technological benefits. These results demonstrate that the diffusion of novel food processing technologies should be understood as a multi-actor and socio-technical process rather than as a consequence of technological performance alone. Policies supporting their adoption should therefore combine technical information and transparent evidence on costs and benefits with appropriate economic, institutional and stakeholder-support mechanisms.