Investigating the drivers that influence the adoption of differentiated food products: The case of a Greek urban area
Abstract
Purpose Over the last years, food safety, health, environmental and societal issues are a few among many other reasons that force people to adopt new differentiated food products. This interesting shift of the consumption pattern from conventional food products to new differentiated products that incorporate innovative features, consist the main reasoning of the present study. The purpose of this paper is to investigate the drivers that influence the adoption of those differentiated food products and shed new light on consumer's behavior, by modeling and understanding better their attitude. Design/methodology/approach A two‐step cluster analysis was employed to explore the different levels of differentiated products adoption and a categorical regression model was estimated to explain this variation. Data were collected through a survey addressing 500 consumers, carried out in 2009 in a typical Greek urban area. Findings From the three different food product categories (organic, functional and genetically modified) four consumers' profiles were identified which were found to differ in terms of several socioeconomic characteristics. The increased level of disposable income, along with exposure to innovative food products, may well explain such a differential food product adoption. Research limitations/implications Due to the small sample, the indefinable number of food products adopters (population) and to specific characteristics of the study area consumers, the results might face generalisability deficiencies. Practical implications From a practical point of view, to identify the reasons driving consumers to adopt or not new differentiated products with novelties is important generally for society, policy makers, food‐producing companies and related economic sectors. Originality/value The contribution of this research is in having examined, the adoption drivers of differentiated food product categories, for which there has been longstanding interest. The food product categories are examined comparatively as a group (organic, functional and genetically modified) and not individually.
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The likelihood of functional food acceptance increases with the presence of an ill family member, with doctors/dieticians as source of information, and with the presence of children at home.
“The likelihood of functional food acceptance increases with the presence of an ill family member, with doctors/dieticians being the source of information (Loizou, Michailidis, & Chatzitheodoridis, 2013) and with the presence of children at home (Bechtold & Abdulai, 2014).”
From Emerging trends in European food, diets and food industry (2018) · cites this paper as Loizou et al., 2013
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References 63 · Cited by 33
- Authors
- Loizou, E., Michailidis, A., & Chatzitheodoridis, F.
- Affiliations
- Western Macedonia University Of Applied Science (GR)
- Aristotle University of Thessaloniki (GR)
- Venue
- British Food Journal
- Publisher
- Emerald
- Published
- 2013-06-28
- Volume
- 115
- Issue
- 7
- Pages
- 917-935
- ISSN
- 0007-070X (ISSN-L)
- OpenAlex
- W1594091890
- Cited by
- 33
- References
- 63
- Citations by year
- 2024: 3 · 2023: 3 · 2022: 5 · 2021: 3 · 2020: 1 · 2019: 3 · 2018: 3 · 2017: 5 · 2016: 2 · 2015: 2 · 2014: 2 · 2013: 1
- FWCI
- 2.38
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- British Food Journal (publishedVersion)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Genetically Modified Organisms Research
- Keywords
- consumer adoption, organic food, functional foods, genetically modified foods, consumer behavior, disposable income, consumer profile, socioeconomic factors, food consumption patterns
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