The Role of Consumer Acceptance in the Food Innovation Process: Young Consumer Perception of Functional Foods in Italy

Teresa Del Giudice & Stefano Pascucci
This paper analysed the factors influencing the acceptance of functional foods (FFs) of three distinct groups of young Italian consumers. We implemented an ordered probit model based on data collected in a field survey carried out in southern Italy in 2008. The results showed that different sources of information and knowledge (e.g. the internet, newspapers and universities), judgements and motivations (e.g. taste and health effects credibility) are key elements in the acceptance of FFs. This...
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