publication . Article . Other literature type . 2018

The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments

Ingrid Moons; Camilla Barbarossa; Patrick De Pelsmacker;
Open Access English
  • Published: 01 Sep 2018 Journal: Ecological economics (issn: 0921-8009, Copyright policy)
  • Country: Belgium
Abstract
Abstract Microalgae-based food is a source of proteins that, in comparison to meat, offers significant environmental and health-related benefits. A successful market introduction largely depends on consumer acceptance of this food. The current study investigates the motivational drivers and barriers of the adoption of Spirulina (a specific type of micro-alga)-enhanced food. By means of two qualitative studies and a quantitative survey with 1325 Belgian participants, early adopter consumer segments of Spirulina-enhanced food are identified (sporting individuals, vegetarians and foodies), and compared with a contrast group (life enjoyers). The motivational drivers...
Subjects
Medical Subject Headings: human activities
free text keywords: Economics, Chemistry, Biology, Economics and Econometrics, General Environmental Science, Environmental resource management, business.industry, business, Functional food, Neophobia, medicine.disease, medicine, Qualitative research, Market segmentation, Early adopter, Compromise, media_common.quotation_subject, media_common, Environmentally friendly, Marketing
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