The role of consumer acceptance in the food innovation process: young consumer perception of functional food in Italy

T. Del Giudice, S. Pascucci

Research output: Contribution to journalArticleAcademicpeer-review

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.
Original languageEnglish
Pages (from-to)111-122
JournalInternational Journal on Food System Dynamics
Volume1
Issue number2
Publication statusPublished - 2010

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