A Study of Consumers' Attitudes toward Innovative Agricultural Products: Evidence from Georgia

Nugzar Todua and Tatia Bregvadze
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Nugzar Todua: Ivane Javakhishvili Tbilisi State University, Georgia
Tatia Bregvadze: Ivane Javakhishvili Tbilisi State University, Georgia and Caucasus International University, Georgia

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: The successful commercialization of innovative agricultural products largely depends on consumer acceptance, yet evidence on consumers' attitudes toward such products in the Georgian agri-food sector remains limited. This study examines the effects of perceived usefulness and perceived ease of use on consumer attitudes by applying the Technology Acceptance Model. A cross-sectional quantitative research design was employed using a structured questionnaire, and the proposed relationships were examined through descriptive and inferential statistical analyses. The findings indicate that both perceived usefulness and perceived ease of use positively influence consumers' attitudes toward innovative agricultural products, with perceived usefulness demonstrating a comparatively stronger influence. The study extends the Technology Acceptance Model to the agri-food sector in Georgia and offers practical implications for producers, marketers, and policymakers. The findings suggest that successful commercialization requires not only delivering valuable product benefits but also communicating those benefits in a clear, understandable, and consumer-oriented manner.

Keywords: Consumers' Attitudes; Innovation; Agricultural Products; Georgia (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ris:abemcp:023228

DOI: 10.5281/zenodo.21481829

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