Sammendrag
The aim of the present study was to explore Norwegian consumers’ attitudes toward
smoke-flavoring of cold smoked salmon (CSS), by conducting a digital survey and focus group
discussions. Some of the smoke-flavoring techniques, like atomized purified condensed smoke, is
considered healthier than conventional smoking. Manufacturers of CSS are, however, hesitant to use
all kinds of smoke-flavoring due to expected consumer skepticism. In the digital survey, the expected
skepticism was confirmed (n = 487). Only 15% of the respondents were positively oriented toward
smoke-flavoring of CSS. The selection criterion for the focus group discussion was based on the
results from the survey and resulted in three attitude-oriented focus groups (negative, neutral, and
positive). The negative focus group considered smoke-flavored CSS to be unnatural and out of the
question to buy or eat. Unlike the negative focus group, the neutral group was curious to learn more
and open to potential smoke-flavor benefits. However, credible information or science was crucial
to influence CSS choice. Future studies may investigate whether the existent of this large group of
curious neutral consumers (47% of the respondents) influence manufacturers (of CSS) skepticism
or how various types of product information could steer consumer acceptance of smoke-flavoring
of CSS.
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