Increased health consciousness and growing importance consumers attach to fruit in the diet lead to an increasing demand for various tropical fruits in Europe. Also food industries are making greater use of novel tropical fruits to meet the growing interest in innovations in healthy food products. The introduction of food products with novel tropical fruits in Europe can only be successful if consumers’ demand are taken into consideration. This PhD gains insight in perceptions and consumption behaviour among Belgian consumers towards tropical fruits that are not yet common on European markets. Findings indicate that consumers have a positive attitude towards tropical fruit consumption. Pleasure seeking, together with consumers’ beliefs that tropical fruits and their products are healthy, nutritious, special and attractive, form the major drivers. Taste is predominant, whereas unfamiliarity with tropical fruits and the perceived high acquisition prices form the main barriers for purchase and consumption. Tropical fruit juices are considered intrinsically healthy. Additional information about health-related benefits through the use of claims is not seen as a persuasive tool for their purchase. Nevertheless, claims seem to influence consumers’ behaviour, particularly when the ‘claim-carrier’ combination is optimal. Fruit juices with açaí may have a potential for successful commercialisation on the West-European market. Indications are the current trend of healthy eating habits, açaí’s nutritional properties, and the existence of processing industries and a well-developed market in the country of production. However, besides shortcomings on the supply side, unfamiliarity with açaí and its flavour, as well as the incomplete knowledge of its nutritional profile, may hamper its introduction. This research indicates that consumers may be willing to accept açaí fruit juices, but only up to a certain açaí concentration. Açaí fruit juices do not benefit much from providing additional health information. The findings ...