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Abstract
Product assessment for imperceptible
characteristics like environmental impact, healthfulness,
naturalness, and fairness is a helpful tool in product
innovation and for enhancing socially responsible
conduct.
In this study we apply multiple criteria analysis for
the assessment of fresh tomatoes in terms of consumer
perceptions regarding the above characteristics. The
generated indices provide an explicit and comprehensive
representation of consumer perceptions. Existing tomato
products from the Dutch market are ranked alongside
(reasonable conjectures of) potential products to be
developed with the use of plant genomics technology.
The results are interpreted to provide insights into
the socially optimal use of (plant genomics) technology
for fresh tomato production. Policy uses are highlighted.