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

Teresa Del Giudice (), Stefano Nebbia and Stefano Pascucci ()

No 59112, 2009 International European Forum, February 15-20, 2009, Innsbruck-Igls, Austria from International European Forum on System Dynamics and Innovation in Food Networks

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.

Keywords: Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Research and Development/Tech Change/Emerging Technologies; Risk and Uncertainty (search for similar items in EconPapers)
Pages: 16
Date: 2009-10
New Economics Papers: this item is included in nep-agr, nep-cse and nep-mkt
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Citations: View citations in EconPapers (3)

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Journal Article: The Role of Consumer Acceptance in the Food Innovation Process: Young Consumer Perception of Functional Food in Italy (2010)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:iefi09:59112

DOI: 10.22004/ag.econ.59112

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