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Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine

Food innovation is crucial for food companies in order to produce healthier, safer, and more convenient foods. However, there is a segment of consumers reluctant to accept new foods. This attitude is even more important when those novelties are developed in products such as wine that have habitually...

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Autor principal: Rabadán, Adrián
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8231172/
https://www.ncbi.nlm.nih.gov/pubmed/34204607
http://dx.doi.org/10.3390/foods10061363
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author Rabadán, Adrián
author_facet Rabadán, Adrián
author_sort Rabadán, Adrián
collection PubMed
description Food innovation is crucial for food companies in order to produce healthier, safer, and more convenient foods. However, there is a segment of consumers reluctant to accept new foods. This attitude is even more important when those novelties are developed in products such as wine that have habitually relied on heritage and traditional production as their main competitive advantage. In this study, consumer attitudes toward innovation in the wine industry were evaluated by simultaneously considering product neophobia and process neophobia. Based upon a sample of 400 personal interviews with Spanish wine consumers, the results showed that these two aspects of neophobia were uncorrelated, meaning they are useful to measure different aspects of general food neophobia. Cluster analysis showed that four different segments of consumers exist, with different attitudes toward technological innovation in the wine industry. The consumer segment that shows the most positive attitudes toward wine innovation (product and process innovation) is that with the highest income and highest level of education. Moreover, greater involvement with the product (wine) results in lower product neophobia. Therefore, future studies should consider product involvement and exposure to cultural diversity as essential factors when evaluating food neophobia.
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spelling pubmed-82311722021-06-26 Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine Rabadán, Adrián Foods Article Food innovation is crucial for food companies in order to produce healthier, safer, and more convenient foods. However, there is a segment of consumers reluctant to accept new foods. This attitude is even more important when those novelties are developed in products such as wine that have habitually relied on heritage and traditional production as their main competitive advantage. In this study, consumer attitudes toward innovation in the wine industry were evaluated by simultaneously considering product neophobia and process neophobia. Based upon a sample of 400 personal interviews with Spanish wine consumers, the results showed that these two aspects of neophobia were uncorrelated, meaning they are useful to measure different aspects of general food neophobia. Cluster analysis showed that four different segments of consumers exist, with different attitudes toward technological innovation in the wine industry. The consumer segment that shows the most positive attitudes toward wine innovation (product and process innovation) is that with the highest income and highest level of education. Moreover, greater involvement with the product (wine) results in lower product neophobia. Therefore, future studies should consider product involvement and exposure to cultural diversity as essential factors when evaluating food neophobia. MDPI 2021-06-12 /pmc/articles/PMC8231172/ /pubmed/34204607 http://dx.doi.org/10.3390/foods10061363 Text en © 2021 by the author. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Rabadán, Adrián
Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine
title Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine
title_full Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine
title_fullStr Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine
title_full_unstemmed Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine
title_short Consumer Attitudes towards Technological Innovation in a Traditional Food Product: The Case of Wine
title_sort consumer attitudes towards technological innovation in a traditional food product: the case of wine
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8231172/
https://www.ncbi.nlm.nih.gov/pubmed/34204607
http://dx.doi.org/10.3390/foods10061363
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