HIGHLIGHTS
SUMMARY
Despite their growing awareness, many consumers exhibit fear of innovative technologies and may show resentment towards novel food products produced with the use of such 2 of 14 technologies. There is a belief that traditional, simple food, without preservatives, has the highest nutritional value and is of best quality, which is why such products are highly desirable. Despite the reluctance of consumers to accept new technologies, food products created using such methods may have a positive effect on the product choice. Due to the negative perception of microwave treatment, in this study, 4 alternative . . .

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