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Brazilian consumers' innovativeness and motivation to eat new foods were evaluated using a new scale and conventional or UV‐C‐treated sliced Prato cheeses with or without a labelled claim in the package. The proposed scale (16 statements) showed discriminant (heterotrait–monotrait ratio values <0.85) and convergent (average variance extracted >0.6) validity and adequate reliability (composite reliability >0.8). Consumers (n = 395) tend to show neophilic attitudes and innovativeness towards new foods or familiar foods with new ingredients if new sensory characteristics and quality assurance were provided. It is found that the highest acceptance, purchase intention and perceived safety and quality can be achieved with UV‐C‐treated cheese with labelled claim.

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