Exploring milk and dairy companies’ attitude toward adoption of microplastics detection technologies

Microplastics (MP) contamination in food, particularly milk, presents significant concerns for food safety and human health. With increasing global plastic production, MP pollution has become widespread. The increasing concern over microplastic contamination in the food industry necessitates effective detection methods to ensure food safety and quality. But first, the adoption of these technologies by companies should be investigated because if companies do not accept the technologies to apply in order to detect the MPs in their products, no further improvement could be expected. This master's thesis investigates the adoption of microplastics detection in milk within Small and Medium Enterprises (SMEs) in the Netherlands. Grounded in the Technology Readiness and Acceptance Model (TRAM), the study explores the perceived usefulness and readiness for technology adoption among dairy industry professionals through expert interviews. While some recognized the potential benefits for improving product quality and market competitiveness and considered these technologies useful and were ready to adopt them, they also expressed concerns about technology reliability and cost. Moreover, consumers’ attitudes toward microplastic-free products, their willingness to pay for microplastic-free products, and factors that can influence the willingness and ways to improve awareness among consumers were explored.