Collana | Studi e ricerche
Miscellanea | Traiettorie di sviluppo per le imprese agroalimentari: sfide, management e innovazione
Capitolo | 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.


Open access | Peer reviewed

Presentato: 08 Aprile 2024 | Accettato: 12 Luglio 2024 | Pubblicato 07 Novembre 2024 | Lingua: it

Keywords Consumer behaviourPlant‐based meatAcceptanceNovel foodInnovation


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