Consumer Behaviour In Innovation Adoption Process On Fruit Market

It is well documented that regular consumption of fresh fruit contributes to health and well being of people. However, fruit on the market does not always meet consumer expectations. Fresh as well as processed fruit consumption does not increase in Europe and even falls down in some countries. Innovations are one of the factors which can positively influence fruit consumption. Consumers’ choice and acceptance of fruit innovations are the topic of studies in ISAFRUIT integrated project within the frame of European Sixth Framework Programme: Food Quality and Safety 5.4.1. Total Food Chain. Development of new production and processing systems for fruit and fruit products in order to improve quality, safety, convenience, availability, consumer health and price requires research into consumer behaviour and supply chain dynamics. The study aims at creating a theoretical model of antecedents and consequences of consumer behaviour with respect to new products, new processes in fruit and fruit products production and new marketing methods. This model will help to better understand the forces that drive consumption of fruit and fruit products. It is necessary in order to stimulate consumption of the already existing and new developed products in a variety of situations and contexts. Particular attention will be paid to consumer behaviour in consecutive stages of the innovation process.