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Role of unfamiliarity and information on consumers’ willingness to try new healthy foods
, V. Rehman, B. Sivakumaran
Published in Elsevier Ltd
2021
Volume: 87
   
Abstract
The purpose of this paper is to examine the role of type of unfamiliarity and information on willingness-to-try unfamiliar healthy native foods in males and females. Specifically, the intuition of “healthy = not tasty” is investigated by probing into the effect of high and low taste expectations in the presence and absence of information on health benefits. Defining Type of unfamiliarity of a dish based on its ingredient and format is a unique contribution of this research. This paper uses a 3 * 2 * 2 full factorial experimental design (Type of unfamiliarity * Health Benefits * Taste Expectations; n = 367). ANCOVA was performed to analyse the quantitative data. Findings suggest that the information on health benefits or taste expectations does not have a main effect on willingness to try a new healthy native food, in both males and females. Type of unfamiliarity does not matter for males but females consider it important to try a new food. Males may possibly be inclined towards choosing healthy foods that set high taste expectations; however, providing information on health benefits may lower their interest levels. © 2020 Elsevier Ltd
About the journal
JournalData powered by TypesetFood Quality and Preference
PublisherData powered by TypesetElsevier Ltd
ISSN09503293