Consumer knowledge, attitudes, and perceptions on the application of ultrasound for fruit and vegetable preservation

Ultrasound is an emerging technology in food processing; however, public awareness remains limited, and consumer perceptions of ultrasound-treated foods are still underexplored. This study aimed to describe consumers' knowledge, attitudes, and perceptions regarding ultrasound technology for food preservation, and to explore their associations with sociodemographic characteristics and food safety practices. Descriptive analysis and chi-square tests were performed after application of a semi-structured questionnaire (n = 198 consumers). Convenience and practicality were identified as the primary reasons for purchasing minimally processed fruits and vegetables. Education level was the only sociodemographic variable significantly associated with consumer knowledge of food preservation methods (p = 0.005). In a complementary way, the findings revealed gaps in consumer knowledge and practices regarding food safety, including inadequate sanitization methods for fruit and vegetables. Additionally, most participants were aware of conventional conservation processes such as food pasteurization and sterilization, and awareness of ultrasound in food processing was low. Initial resistance to consume ultrasound-treated products was observed; however, willingness to accept them increased when additional information about their possible benefits was provided, and participants also reported a greater willingness to pay when perceived benefits were present. Overall, the results highlight limited consumer awareness of emerging food technologies and suggest that knowledge may influence perceptions and acceptance. These findings reinforce the importance of improving consumer understanding of food processing technologies.