Nutritional fads in the health and fitness world are constantly changing. Each new craze has its believers and critics. For the consumer, “what to believe” becomes a topic filled with uncertainty. This paper presents a systematic approach to understanding what consumers believe about the health messaging of “raw beverages”. The paper presents both substantive results from US consumers, as well as demonstrates a general approach by which researchers can more deeply understand the consumer mind with respect to the specifics of health and wellness issues.
Nellie, B. (2017) Unfiltered Fervor: The Rush to Get off the Water Grid. The New York Times. www.nytimes.com/2017/12/29/dining/raw-water-unfiltered.html
(2018) San Diego Hepatitis A Outbreak. Hepatitis A, Health & Human Services Agency.
www.sandiegocounty.gov/content/sdc/hhsa/programs/phs/community_epidemiology/dc/Hepatitis _A.html
Ashbolt, N.J. (2015) Microbial Contamination of Drinking Water and Human Health from Community Water Systems. Current Environmental Health Reports, 2, 95-106. https://doi.org/10.1007/s40572-014-0037-5
Center for Food Safety and Applied Nutrition (2017) Juice—Guidance for Industry: Juice HACCP Hazards and Controls Guidance First Edition. US Food and Drug Administration Home Page, Center for Food Safety and Applied Nutrition.
https://www.fda.gov/Food/GuidanceRegulation/GuidanceDocumentsRegulatoryInformation/Juice/ ucm072557.htm
Verraes, C., Vlaemynck, G., Van Weyenberg, S., De Zutter, L., Daube, G., Sindic, M., Uyttendaele, M. and Herman, L. (2015) A Review of the Microbiological Hazards of Dairy Products Made from Raw Milk. International Dairy Journal, 50, 32-44. https://doi.org/10.1016/j.idairyj.2015.05.011
Simforian, E., Nonga, H.E. and Ndabikunze, B.K. (2015) Assessment of Microbiological Quality of Raw Fruit Juice Vended in Dar es Salaam City, Tanzania. Food Control, 57, 302-307. https://doi.org/10.1016/j.foodcont.2015.04.033
Rindell, A., Korkman, O. and Gummerus, J. (2011) The Role of Brand Images in Consumer Practices: Uncovering Embedded Brand Strength. Journal of Product & Brand Management, 20, 440-446. https://doi.org/10.1108/10610421111166586
Kniazeva, M. (2008) Marketing “Frankenfood”: Appealing to Hearts or Minds? Journal of Food Products Marketing, 11, 21-39.
https://doi.org/10.1300/J038v11n04_03
Gofman, A. (2012) Putting RDE on the R&D Map: A Survey of Approaches to Consumer-Driven New Product Development. In: Gofman, A. and Moskowitz, H.R., Eds., Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind, Bentham Books, Sharjah, 72-89.
Hong, X., Wang, J. and Qi, G. (2014) Comparison of Spectral Clustering, K-Clustering and Hierarchical Clustering on e-Nose Datasets: Application to the Recognition of Material Freshness, Adulteration Levels and Pretreatment Approaches for Tomato Juices. Chemometrics and Intelligent Laboratory Systems, 133, 17-24. https://doi.org/10.1016/j.chemolab.2014.01.017
