A theoretical framework for consumer Willingness to Adopt Novel

This study gives more insight in motives and barriers, i.e. positive and negative drivers, for European fruit consumption, as a basis to meet consumer requirements in developing new types of fruits and fruit products and to develop interventions. For that purpose, focus group discussions were held in Spain, Greece, Poland, and The Netherlands. Consistent with existing literature, healthiness, (sensory) pleasure, and (lack of) convenience emerged as major drivers of fruit consumption, with appearance, habit, and price as additional drivers. Talking about fruit, participants have fresh, unprocessed fruit in mind