Willingness to Try Innovative Food Products: a Comparison between British and Brazilian Consumers

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ID: 99681
2009
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Abstract
In this study we investigate the consumer’s willingness to try innovative food products in the context of the metropolitan area of Porto Alegre in Brazil and Cirencester in England, UK. Innovation in the food industry is an important source of differentiation and a value-adding opportunity for managers to develop new products. Therefore, the adoption or rejection of innovative food products becomes strategic from a market point-of-view. Using the Domain Specific Innovativeness [DSI] scale and the Food Neophobia Scale [FNS], two surveys were carried out in Brazilian and British universities with 279 and 101 respondents, respectively. Consumers were not the most inclined to adopt innovations, but they were not afraid of new foods either, especially in the UK. Managers in the food industry could be missing out on opportunities to innovate more. The results provide strategic and unique information about consumers for the food industry, aiming at supporting the development of innovative food products.
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barcellos2009willingnessbar Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Barcellos, Marcia Dutra de;Aguiar, Luís Kluwe;Ferreira, Gabriela Cardozo;Vieira, Luciana Marques;
Journal bar: brazilian administration review
Year 2009
DOI
DOI not found
URL
http://www.anpad.org.br/periodicos/arq_pdf/a_813.pdf
Keywords
İslam business social sciences commerce islam. bahai faith. theosophy, etc. religions. mythology. rationalism marketing. distribution of products information resources (general)

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