Use of distinct projective techniques in investigating participants' perception of a clean label dairy product: A study on the presence of additives/stabilizers in Ultra high temperature processing milk's label in Brazil

Abstract

AbstractUsing an online questionnaire, the perception of additives/stabilizers in ultra‐high temperature (UHT) milk was investigated using different projective techniques. Clustering data on the Food Choice Questionnaire (FCQ) identified two groups of participants, Moderates and Judicious, with the latter assigning significantly higher agreement scores for all FCQ items. In the Word Association task, clean label UHT milk was more associated with “Nutrients and Constituents” by the Moderates and less by the Judicious, suggesting that for part of the interviewed participants, the absence of stabilizers increases the general quality of the product. In the Product Personality Profiling task, the same product was related to “young people” and a “balanced diet” by the Moderates. At the same time, the Judicious was designed for a stereotype of healthy living. Finally, the methodologies used provide valuable insights into the dairy sector, holistically highlighting the nuances in consumer preferences and expectations, offering a significant strategic opportunity for developing and promoting new clean‐label products in the segment.Practical ApplicationInvestigating consumer perceptions regarding the absence of additives offers valuable insights for marketing strategies and product development aimed at different consumer market segments, especially the dairy sector, and contributes to consumer psychology and behavioral research. At the same time, the food industry can use these findings to improve attribute communication, build consumer confidence, and adapt products to identified preferences, reflecting a practical intersection between academia and the industry.