Consumer acceptance of technology-based food innovations: lessons for the future of nutrigenomics

Abstract

Determinants of consumer adoption of innovations have been studied from different angles and from the perspectives of various disciplines. In the food area, the literature is dominated by a focus on consumer concern. This paper reviews previous research into acceptance of technology-based innovation from both inside and outside the food domain, extracts key learnings from this literature and integrates them into a new conceptual framework for consumer acceptance of technology-based food innovations. The framework distinguishes 'distal' and 'proximal' determinants of acceptance. Distal factors (characteristics of the innovation, the consumer and the social system) influence consumers' intention to accept an innovation through proximal factors (perceived cost/benefit considerations, perceptions of risk and uncertainty, social norm and perceived behavioural control). The framework's application as a tool to anticipate consumer reaction to future innovations is illustrated for an actual technology-based innovation in food science, nutrigenomics (the interaction between nutrition and human genetics).