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

Journal of the Academy of Business and Emerging Markets, 2026, vol. 6, issue 2, 31-42

Abstract: Consumer acceptance of agricultural innovation reflects more than the benefits attributed to a product; it also depends on how easily the innovation can be understood, how credible related claims appear, and how much risk consumers associate with it. Using an extended Technology Acceptance Model, this research evaluates these four perceptions among adult internet users in Georgia. Usefulness showed the largest positive association, while trust and perceived ease of use also contributed positively, and perceived risk contributed negatively. Education was positively associated with attitude, whereas age was not. The results indicate that market development for innovative agricultural products in Georgia requires simultaneous attention to demonstrable consumer value, credible information, accessible communication, and transparent management of perceived risk.

Keywords: consumer attitude; innovative agricultural products; perceived ease of use; perceived usefulness; technology acceptance model (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ris:jabema:023572

DOI: 10.5281/zenodo.22224404

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