Motives and Barriers to the Consumption of Innovative Food Products by Polish and Ukrainian Consumers

Abstract

The significant increase in the number of new food products means consumers have the opportunity to choose from among a wide range of innovative foods, which bring a variety of benefits to consumption, but can also, for some, raise uncertainty, opposition and suspicion. The article reviews the literature on innovative food products and their acceptance by consumers. The results of own research on the purchase motives and barriers to consumption of such products are presented in the context of theoretical considerations. The study is presented in relation to the issue of consumer innovativeness as a determinant affecting the approval or rejection of new products. The respondents' degree of innovativeness was evaluated according to Rogers' concept and the impact of this variable on the respondents motives of to purchase innovative products. For the comparative analysis of Polish and Ukrainian consumers' behaviour on the innovative food products market, international research was conducted in 2015 on a sample of 340 Polish and 255 Ukrainian respondents (595 respondents in total). The results clearly show consumer types differing from the Rogers distribution, as well as differences between Polish and Ukrainian consumers' appetite for innovation. Analysis of the literature and the research results together indicate that the motives and barriers to consuming innovative food products come down to features of the innovation (including price, functionality, healthiness, convenient packaging, taste), consumer characteristics (neophilia, neophobia, innovativeness) and environmental characteristics (trends in consumption, marketing and social communication). Those consumers who are innovators play an important role in shaping the positive attitudes of buyers in relation to innovative food products. Products possessing attributes consumers consider to be essential may also help in the desire to adopt innovation. Basing on the research results certain implications for managers responsible for introducing new food products to the market were presented in the paper.

Yeni̇ Yi̇yecek Deneme Korkusu Ve Yeni̇ Yi̇yecek Deneme Arzusu İle İlgi̇li̇ Yapilmiş Ulusal Çalişmalarin Bi̇bli̇yometri̇k Anali̇zi̇

“…davranışların ortaya çıkmasına vesile olmaktadır. Bununla birlikte, yeni yiyecek deneme korkusunun aksine, yeni yiyecek deneme arzusu olan ve bu eğilimi sergileyen kişiler; yeni, farklı ya da garip yiyecekleri arayan ve daha önce denemedikleri ürünleri tercih eden tüketiciler olarak ifade edilebilir (Jasiulewicz & Lemanowicz, 2016). Bu bağlamda; bu kısımda, konu ile alakalı ulusal yayın çeşitlerinden bazıları ile ilgili bilgilerin özetlenmesi yerinde olacaktır.…”

Barriers to institutional adoption of new products innovation: A case of precooked beans among schools in Rwanda

“…According to Van Akkeren and Cavaye (1999), lack of information limits consumers' adoption of a new product since they would not be aware of benefits derived from such innovations as compared to existing solutions. Another study done by Jasiulewicz and Lemanowicz (2016) found that due to consumer rationality, higher prices are a potential barrier to the adoption of new food products innovation. They also found inconvenient packaging, lack of trust in the sustainability claims of new products, and lack of nutritional values, healthiness and taste in the new food products innovation to be the factors limiting their adoption.…”