Acceptability of a food innovation: the key role of consumer’s values fit
(A2026-133525)

AUTHORS

Timothée Jouffrais, Université Lumière Lyon 2/COACTIS; Stéphanie Verfay, Université Lumière Lyon 2/COACTIS; Dampérat Maud, Univ. Lyon 2, COACTIS

ABSTRACT

The agri-food industry must innovate to respond to environmental challenges and consumer expectations, which is encouraging the emergence of plant-based alternatives. While the market for meat substitutes is already well developed, the market for plant-based dairy products remains in development and faces some resistance. Based on dissimilar brand extensions, this research aims to test a model of acceptability for a plant-based food innovation that includes its antecedents and anticipated consumption experience as a mediator. Two quantitative studies validated the proposed model, including its antecedents (fit with the product category and fit with consumer values) and consequences (purchase intentions), as well as the mediating role of anticipated consumption experience. We confirm the moderating role of perceived naturalness on the relationship between values fit and anticipated consumption experience.