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The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments

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  • Moons, Ingrid
  • Barbarossa, Camilla
  • De Pelsmacker, Patrick

Abstract

Microalgae-based food is a source of proteins that, in comparison to meat, offers significant environmental and health-related benefits. A successful market introduction largely depends on consumer acceptance of this food. The current study investigates the motivational drivers and barriers of the adoption of Spirulina (a specific type of micro-alga)-enhanced food. By means of two qualitative studies and a quantitative survey with 1325 Belgian participants, early adopter consumer segments of Spirulina-enhanced food are identified (sporting individuals, vegetarians and foodies), and compared with a contrast group (life enjoyers). The motivational drivers and barriers to the adoption of eco-friendly Spirulina-enhanced food across the identified consumer segments is assessed. The results show that health consciousness and the willingness to compromise on taste are major motivational drivers of the adoption intention for sporting individuals, vegetarians and foodies. Neophobia only has a negative effect on this adoption intention for the foodies, while it does not play a role for sporting individuals and vegetarians. Neither food involvement nor environmental concern is a significant driver of Spirulina-enhanced food adoption intention. Implications for marketers and for policy makers are proposed.

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  • Moons, Ingrid & Barbarossa, Camilla & De Pelsmacker, Patrick, 2018. "The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments," Ecological Economics, Elsevier, vol. 151(C), pages 151-161.
    • Handle: RePEc:eee:ecolec:v:151:y:2018:i:c:p:151-161
    DOI: 10.1016/j.ecolecon.2018.05.012
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    3. Schill, Marie & Godefroit-Winkel, Delphine & Diallo, Mbaye Fall & Barbarossa, Camilla, 2019. "Consumers’ intentions to purchase smart home objects: Do environmental issues matter?," Ecological Economics, Elsevier, vol. 161(C), pages 176-185.
    4. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    5. Oliva M. D. Martins & Rocsana Bucea-Manea-Țoniș & Jasmina Bašić & Ana Sofia Coelho & Violeta-Elena Simion, 2022. "Insect-Based Food: A (Free) Choice," Sustainability, MDPI, vol. 14(12), pages 1-22, June.
    6. Maria Królak & Hanna Górska-Warsewicz & Magdalena Mądra-Sawicka & Krystyna Rejman & Sylwia Żakowska-Biemans & Julita Szlachciuk & Maksymilian Czeczotko & Bartosz Kwiatkowski & Robert Zaremba & Michał , 2022. "Towards Sustainable Innovation in the Bakery Sector—An Example of Fibre-Enriched Bread," Sustainability, MDPI, vol. 14(5), pages 1-19, February.
    7. Bhattacharyya, Jishnu & Balaji, M.S. & Jiang, Yangyang, 2023. "Causal complexity of sustainable consumption: Unveiling the equifinal causes of purchase intentions of plant-based meat alternatives," Journal of Business Research, Elsevier, vol. 156(C).
    8. Marie Schill & Delphine Godefroit-Winkel & Mbaye Fall Diallo & Camilla Barbarossa, 2019. "Consumers’ intentions to purchase smart home objects: Do environmental issues matter?," Post-Print hal-02091348, HAL.

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