Tropical fruit juice production shows an annual increase in volume of 15 to 20% in Brazil. Growing demand for processed fruit pulp arouses juice industry interest to search for novel technologies. High Hydrostatic Pressure (HHP) is an innovative technology which allows juice production with improved sensory characteristics compared to pasteurization, meeting consumer demands for fresh-like foods. Despite recognized advantages of pressurized products described in the literature, a positive consumer attitude towards them is required to guarantee their success in today’s competitive global market. The objective of this study was to evaluate the effect of packaging attributes on consumer expected liking and purchase intention of passion fruit juice. One hundred and twenty consumers evaluated twelve prototypes for expected liking and purchase intention. Data were analyzed using ANOVA, Conjoint and Cluster Analyses. Results showed that information about benefits of used technology (HHP) presented on the package played an important role on consumer attitude, suggesting a positive contribution to his/her satisfaction, a key point for the food industry.Tropical fruit juice production shows an annual increase in volume of 15 to 20% in Brazil. Growing demand for processed fruit pulp arouses juice industry interest to search for novel technologies. High Hydrostatic Pressure (HHP) is an innovative technology which allows juice production with improved sensory characteristics compared to pasteurization, meeting consumer demands for fresh-like foods. Despite recognized advantages of pressurized products described in the literature, a positive consumer attitude towards them is required to guarantee their success in today’s competitive global market. The objective of this study was to evaluate the effect of packaging attributes on consumer expected liking and purchase intention of passion fruit juice. One hundred and twenty consumers evaluated twelve prototypes for expected liking and purchase intention. Data were analyzed using ANOVA, Conjoint and Cluster Analyses. Results showed that information about benefits of used technology (HHP) presented on the package played an important role on consumer attitude, suggesting a positive contribution to his/her satisfaction, a key point for the food industry.Tropical fruit juice production shows an annual increase in volume of 15 to 20% in Brazil. Growing demand for processed fruit pulp arouses juice industry interest to search for novel technologies. High Hydrostatic Pressure (HHP) is an innovative technology which allows juice production with improved sensory characteristics compared to pasteurization, meeting consumer demands for fresh-like foods. Despite recognized advantages of pressurized products described in the literature, a positive consumer attitude towards them is required to guarantee their success in today’s competitive global market. The objective of this study was to evaluate the effect of packaging attributes on consumer expected liking and purchase intention of passion fruit juice. One hundred and twenty consumers evaluated twelve prototypes for expected liking and purchase intention. Data were analyzed using ANOVA, Conjoint and Cluster Analyses. Results showed that information about benefits of used technology (HHP) presented on the package played an important role on consumer attitude, suggesting a positive contribution to his/her satisfaction, a key point for the food industry.