Prethodno priopćenje
https://doi.org/10.32728/ric.2016.24/4
MOTIVES AND BARRIERS TO THE CONSUMPTION OF INNOVATIVE FOOD PRODUCTS BY POLISH AND UKRAINIAN CONSUMERS
Anna Jasiulewicz
orcid.org/0000-0001-6190-5231
; Warsaw University of Life Sciences, Faculty of Economic Sciences, Warsaw, Poland
Marzena Lemanowicz
; Warsaw University of Life Sciences, Faculty of Economic Sciences, Warsaw, Poland
Sažetak
The significant increase in the number of new food products means consumers have the
opportunity to choose from among a wide range of innovative foods, which bring a variety
of benefits to consumption, but can also, for some, raise uncertainty, opposition and suspicion.
The article reviews the literature on innovative food products and their acceptance by
consumers. The results of own research on the purchase motives and barriers to consumption
of such products are presented in the context of theoretical considerations. The study is
presented in relation to the issue of consumer innovativeness as a determinant affecting the
approval or rejection of new products. The respondents’ degree of innovativeness was evaluated
according to Rogers’ concept and the impact of this variable on the respondents motives
of to purchase innovative products. For the comparative analysis of Polish and Ukrainian
consumers’ behaviour on the innovative food products market, international research was
conducted in 2015 on a sample of 340 Polish and 255 Ukrainian respondents (595 respondents
in total). The results clearly show consumer types differing from the Rogers distribution,
as well as differences between Polish and Ukrainian consumers’ appetite for innovation.
Analysis of the literature and the research results together indicate that the motives
and barriers to consuming innovative food products come down to features of the innovation
(including price, functionality, healthiness, convenient packaging, taste), consumer
characteristics (neophilia, neophobia, innovativeness) and environmental characteristics
(trends in consumption, marketing and social communication). Those consumers who are
innovators play an important role in shaping the positive attitudes of buyers in relation to
innovative food products. Products possessing attributes consumers consider to be essential
may also help in the desire to adopt innovation. Basing on the research results certain implications
for managers responsible for introducing new food products to the market were
presented in the paper.
Ključne riječi
innovations; innovativeness; consumer; motives; barriers
Hrčak ID:
171768
URI
Datum izdavanja:
28.12.2016.
Posjeta: 2.089 *