CONSUMER EXPECTATIONS AS A DRIVER OF INNOVATIONS IN THE BREADMAKING INDUSTRY
Abstract
The article examines the sociotechnological dimension of contemporary breadmaking, focusing on how technological development is increasingly shaped by consumer expectations, cultural interpretations, and the broader transformation of modern food systems. The aim of the study is to clarify how perceptions of naturalness, authenticity, safety, and sustainability influence the acceptance of technological innovations and determine the boundaries of acceptable modification of bread formulations, production regimes, sensory characteristics, and raw material composition. The research synthesizes current scientific approaches to the interaction between technological processes, behavioural patterns, symbolic meanings, and regulatory requirements, offering an integrated understanding of the mechanisms through which social values become embedded in technological decisions. The author’s contribution lies in constructing a comprehensive analytical framework that explains the coevolution of technological and social factors in breadmaking. This framework systematizes the role of cultural narratives, trust formation, and sensory expectations in shaping consumer responses to new production methods, including innovative strategies, functional ingredients, controlled parameters, and environmentally oriented practices. Scientific novelty is expressed in the identification of cognitive and emotional determinants that regulate the perceived legitimacy of technological interventions and form distinct configurations of acceptability across different consumer groups. The practical significance of the study is manifested in the possibility of applying the proposed framework to optimize technological design, recipe adjustment, sensory modulation, communication strategies, and systems of production transparency. The results highlight that effective implementation of innovations requires coordinated work with consumer expectations, clear articulation of product benefits, and careful consideration of cultural contexts that influence the interpretation of technological change. The study concludes that the sustainable development of breadmaking depends on aligning technological progress with social demand, ensuring that innovations support quality, responsibility, and resilience within contemporary food systems.
References
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