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Consumers' Purchase Intentions Towards Novel Dairy Products: Evidence From Greece And Serbia

Author

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  • MILIJEVIC Srdjan

    (Perrotis College, American Farm School, Thessaloniki, Greece)

  • SKLAVOUNOS Nikolaos

    (Perrotis College, American Farm School, Thessaloniki, Greece)

  • ROTSIOS Konstantinos

    (Perrotis College, American Farm School, Thessaloniki, Greece)

Abstract

The aim of this paper is to investigate consumers’ purchase intentions towards novel dairy products with evidence from Greece and Serbia. Based on the Theory of Planned Behavior (TPB) model, this research empirically tests a set of hypotheses concerning the consumers’ purchase intentions towards novel dairy products. In addition to the dependent variable of purchase intention, the independent variables of food neophilia, product knowledge, health consciousness, social contacts and price perception are used for the development of hypotheses. A total of 288 usable questionnaires (144 from each country) were collected and analyzed. Finally, the empirical findings are discussed and managerial implications as well as recommendations for future research are presented.

Suggested Citation

  • MILIJEVIC Srdjan & SKLAVOUNOS Nikolaos & ROTSIOS Konstantinos, 2020. "Consumers' Purchase Intentions Towards Novel Dairy Products: Evidence From Greece And Serbia," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 15(3), pages 152-167, December.
    • Handle: RePEc:blg:journl:v:15:y:2020:i:3:p:152-167
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    References listed on IDEAS

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    2. Ivanova, Ludmila & Dimitrov, Plamen & Ovcharova, Dora & Dellava, Jocilyn & Hoffman, Daniel J., 2006. "Economic transition and household food consumption: A study of Bulgaria from 1985 to 2002," Economics & Human Biology, Elsevier, vol. 4(3), pages 383-397, December.
    3. Vincent Chatellier, 2017. "International, European and French trade in dairy products: trends and competitive dynamics," Working Papers SMART 17-05, INRAE UMR SMART.
    4. Geert Hofstede, 1983. "The Cultural Relativity of Organizational Practices and Theories," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 14(2), pages 75-89, June.
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