Series | Studi e ricerche
Edited book | Traiettorie di sviluppo per le imprese agroalimentari: sfide, management e innovazione
Chapter | Il novel food fra paura, accettazione e risposte delle imprese
Il novel food fra paura, accettazione e risposte delle imprese
Abstract
The food sector is a key element of the Italian economy that is currently experiencing a period of invasive changes. The search for new types of sustainable food is now a priority on the agenda of policy makers, experts, scientists and companies, with alternative proteins representing the most explored area, encompassing the shift from traditional to new sources of nutrients. In addition, consumers are increasingly seeking enticing and diverse sensory experiences, leading companies to propose innovations related to flavours, ingredients and technologies. The chapter analyses consumer behaviour and attitudes towards so‐called novel foods, as well as the possible response of companies. In particular, the main factors that impact on choice will be illustrated: psychological and socio‐demographic aspects, elements linked to the product itself and the technology used in its processing, and external factors. Our research shows that when faced with a lack of knowledge about new technologies or new ingredients/food, consumers need to be educated and guided through different channels and sources. Communication, design and packaging elements should be oriented to support the introduction of novelty, facilitating decision‐making processes and balancing the need for familiarity with the need for novelty.
Submitted: April 8, 2024 | Accepted: July 12, 2024 | Published Nov. 7, 2024 | Language: it
Keywords Plant‐based meat • Consumer behaviour • Novel food • Innovation • Acceptance
Copyright © 2024 Francesca Checchinato, Cinzia Colapinto, Pietro Lanzini. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.
Permalink http://doi.org/10.30687/978-88-6969-835-4/002
