The Impact of Alternative Foods on Consumers' Continuance Intention from an Innovation Perspective

Area of Science:

• Consumer behavior
• Food science
• Sustainable agriculture

Background:

• Growing global food demand necessitates sustainable and innovative food production methods.
• Alternative foods, including novel meat products, offer solutions to agricultural limitations and environmental concerns.
• Consumer perception and acceptance are critical factors for the successful integration of alternative foods.

Purpose of the Study:

• To model consumer perceptions and preferences for alternative foods.
• To investigate the role of food innovation quality (FIQ) in consumer acceptance.
• To establish the relationship between FIQ, consumer satisfaction, trust, and continuation with alternative foods.

Main Methods:

• A survey of 519 consumers was conducted.
• Structural equation modeling was employed to analyze survey data.
• The study developed and applied the concept of food innovation quality (FIQ).

Main Results:

• Higher food innovation quality (FIQ) positively influences consumer satisfaction with alternative foods.
• Consumer satisfaction, in turn, leads to increased trust and continuation with alternative foods.
• Consumer expectations significantly impact FIQ and the perceived value of alternative foods.

Conclusions:

• Promoting alternative foods requires innovative design strategies that meet consumer expectations.
• Innovative food design can expand dietary choices and energize the consumer market.
• Alternative foods contribute to sustainable food production by reducing agricultural emissions and addressing meat production capacity issues.