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Selected problems of consumer acceptance of innovative food products

Śliwińska Irena, Stobiecka Jadwiga

Organizacja i Zarządzanie : kwartalnik naukowy

2021

nr 1

125--136

Introduction/background: Consumer reluctance to try new, formerly unknown foods poses a serious obstacle for the development of innovations in the food market. Considerable attention has been given to the threats perceived by consumers related to eating selected innovative foods: genetically modified food (GMF), convenience food and functional food. Aim of the paper: This paper is aimed at indicating factors that shape consumer acceptance of innovative food products. The research was focused on establishing the association between the attitude towards new food and the selected demographic (age, sex) as well as psychological traits (the speed of adopting innovation based on Rogers’ Diffusion of Innovation Theory) of the respondents. Materials and methods: The paper presents the results of the authors’ own studies conducted among Polish consumers using the direct survey method. The research was carried out in 2019 and involved employing a purposive sampling technique (n = 240). The data were analysed utilising the following methods: analysis of the internal consistency of the attitude scale using Cronbach’s alpha, k-means cluster analysis, contingency tables. Results and conclusions: The 9-item Food Neophobia Scale (FNS) was reduced to three variables: enthusiasm, neutrality and reluctance. These variables were subjected to k-means cluster analysis, which resulted in identifying two homogenous groups with similar attitude towards new food. We have found a statistically significant association between belonging to a cluster-based on the approach to innovative food and the speed of accepting innovation using Rogers’ model of diffusion of innovation – and the sex and age of the respondents.