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The Role of Consumer Acceptance in the Food Innovation Process: Young Consumer Perception of Functional Food in Italy

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  • Del Giudice, Teresa
  • Pascucci, Stefano

Abstract

This paper analysed the factors influencing the acceptance of functional foods (FFs) of three distinct groups of young Italian consumers. We implemented an ordered probit model based on data collected in a field survey carried out in southern Italy in 2008. The results showed that different sources of information and knowledge (e.g. the internet, newspapers and universities), judgements and motivations (e.g. taste and health effects credibility) are key elements in the acceptance of FFs. This implies the need to identify highly differentiated communication and marketing strategies for both public agencies and private firms in order to promote FF consumption.

Suggested Citation

  • Del Giudice, Teresa & Pascucci, Stefano, 2010. "The Role of Consumer Acceptance in the Food Innovation Process: Young Consumer Perception of Functional Food in Italy," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 1(2), pages 1-12.
    • Handle: RePEc:ags:ijofsd:97228
    DOI: 10.22004/ag.econ.97228
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    1. Daniel Kahneman, 2003. "Maps of Bounded Rationality: Psychology for Behavioral Economics," American Economic Review, American Economic Association, vol. 93(5), pages 1449-1475, December.
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    1. Kinga Topolska & Adam Florkiewicz & Agnieszka Filipiak-Florkiewicz, 2021. "Functional Food—Consumer Motivations and Expectations," IJERPH, MDPI, vol. 18(10), pages 1-14, May.
    2. Giuseppe Timpanaro & Claudio Bellia & Vera Teresa Foti & Alessandro Scuderi, 2020. "Consumer Behaviour of Purchasing Biofortified Food Products," Sustainability, MDPI, vol. 12(16), pages 1-14, August.
    3. Dobrenova, Fanny V. & Grabner-Kräuter, Sonja & Terlutter, Ralf, 2015. "Country-of-origin (COO) effects in the promotion of functional ingredients and functional foods," European Management Journal, Elsevier, vol. 33(5), pages 314-321.
    4. Di Pasquale, Jorgelina & Adinolfi, Felice & Capitanio, Fabian, 2011. "Analysis of Consumer Attitudes and Consumers’ Willingness to Pay for Functional Foods," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(2), pages 1-13, December.

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