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The Role of Consumer Acceptance in the Food Innovation Process: Young Consumer Perception of Functional Food in Italy

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  • Del Giudice, Teresa
  • Nebbia, Stefano
  • Pascucci, Stefano

Abstract

In this article we analysed the role of acceptance of a new food within innovation processes in the Italian food sector. Our analysis focused on preferences and the opinions expressed by three distinct groups of young consumers in relation to functional foods (FFs). Such products represent an innovation both in terms of technology and commerce for Italian food companies, and the segment of young consumers would appear especially interested in them. Our results showed that a different cultural education, hence the degree of knowledge cumulated by young consumers, is a key element in the preference for, and perception of FFs. This implies the need to identify highly differentiated marketing strategies for firms seeking to reach this segment of FF demand in Italy.

Suggested Citation

  • Del Giudice, Teresa & Nebbia, Stefano & Pascucci, Stefano, 2009. "The Role of Consumer Acceptance in the Food Innovation Process: Young Consumer Perception of Functional Food in Italy," 2009 International European Forum, February 15-20, 2009, Innsbruck-Igls, Austria 59112, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi09:59112
    DOI: 10.22004/ag.econ.59112
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    1. Daniel Kahneman, 2003. "Maps of Bounded Rationality: Psychology for Behavioral Economics," American Economic Review, American Economic Association, vol. 93(5), pages 1449-1475, December.
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    1. Kinga Topolska & Adam Florkiewicz & Agnieszka Filipiak-Florkiewicz, 2021. "Functional Food—Consumer Motivations and Expectations," IJERPH, MDPI, vol. 18(10), pages 1-14, May.
    2. Giuseppe Timpanaro & Claudio Bellia & Vera Teresa Foti & Alessandro Scuderi, 2020. "Consumer Behaviour of Purchasing Biofortified Food Products," Sustainability, MDPI, vol. 12(16), pages 1-14, August.
    3. Dobrenova, Fanny V. & Grabner-Kräuter, Sonja & Terlutter, Ralf, 2015. "Country-of-origin (COO) effects in the promotion of functional ingredients and functional foods," European Management Journal, Elsevier, vol. 33(5), pages 314-321.
    4. Di Pasquale, Jorgelina & Adinolfi, Felice & Capitanio, Fabian, 2011. "Analysis of Consumer Attitudes and Consumers’ Willingness to Pay for Functional Foods," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(2), pages 1-13, December.

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    More about this item

    Keywords

    Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Research and Development/Tech Change/Emerging Technologies; Risk and Uncertainty;
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