Model of acceptance of a new type of beverage: application to natural sparkling red wine

Cristina Olarte, Jorge Pelegrín, Eva Reinares

Abstract


Wine is a traditional beverage with a saturated market, in which consumers are open to innovation. In this context, an innovative experience was launched to create a new natural sparkling red wine with a view to diversifying production and studying its acceptance. This paper uses an original acceptance model for new foods called the Cognitive-Affective-Normative (CAN) model. The model was tested on a sample of 500 Spanish consumers in a real-world test context and explains 64.1% of the intention to consume the new wine.  The results showed the importance of the cognitive factor in consumer intention. In particular, sensory and price benefits were found to be the key criteria explaining the intention to consume (41.34%). The results also confirmed the usefulness of expanding the factors that determine new food acceptance to include the emotional and normative dimensions of consumer behaviour. The social norm (18.54%) and affective factors (4.2%) contributed to the explanation of the underlying reasons influencing consumers’ assessments of the product. It is proposed that efforts focus on new visual, olfactory and taste-related sensations with a view to producing an appetising product that offers good value for money. Research and development institutes should innovate towards products that highlight these sensations. Therefore, attention should be drawn to the importance of acting on potential consumers’ reference groups and membership groups, with a view to involving them in recommending the product. Managers should focus on measuring and influencing social opinion, working on marketing communication to achieve acceptance.


Keywords


consumer acceptance; new foods; wine; performance expectancy; social norm; emotions

Full Text:

PDF HTML XML

References


Ajzen I, 1991. The theory of planned behaviour. Organ Behav Hum Decis Process 50 (2): 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

Annunziata A, Vecchio R, 2011. Functional foods development in the European market: A consumer perspective. J Funct Foods 3 (3): 223-228. https://doi.org/10.1016/j.jff.2011.03.011

Araneda P, Esteban D, 2013. Modelación de preferencias en consumidores de vino. Doctoral thesis. Pontificia Universidad Católica de Chile, Chile.

Arnold MJ, Reynolds KE, 2003. Hedonic shopping motivations. J Retail 79: 77-95. https://doi.org/10.1016/S0022-4359(03)00007-1

Barber N, 2012. Consumers' intention to purchase environmentally friendly wines: a segmentation approach. Int J Hosp Tour Adm 13: 26-47. https://doi.org/10.1080/15256480.2012.640183

Barber N, Taylor C, Strick S, 2009. Wine consumers' environmental knowledge and attitudes: influence on willingness to purchase. Int J Wine Res 1: 59-72. https://doi.org/10.2147/IJWR.S4649

Barrena R, Sánchez M, 2009. Using emotional benefits as a differentiation strategy in saturated markets. Psychol Mark 26 (11): 1002-1030. https://doi.org/10.1002/mar.20310

Barrena R, Sánchez M, 2012. Neophobia, personal consumer values and novel food acceptance Food Qual Prefer 27 (1): 72-84. https://doi.org/10.1016/j.foodqual.2012.06.007

Barrena R, García T, Sánchez M, 2015. Analysis of personal and cultural values as key determinants of novel food acceptance. Application to an ethnic product. Appetite 87: 205-214. https://doi.org/10.1016/j.appet.2014.12.210

Barrena-Figueroa MR, García-López-de-Meneses T, 2013. The effects of consumer innovativeness in the acceptance of a new food product. An application for the coffee market in Spain. Span J Agric Res 11 (3): 578-592. https://doi.org/10.5424/sjar/2013113-3903

Bearth A, Cousin ME, Siegrist M, 2014. The consumer's perception of artificial food additives: Influences on acceptance, risk and benefit perceptions Food Qual Prefer 38: 14-23. https://doi.org/10.1016/j.foodqual.2014.05.008

Beckeman M, Skjöldebrand C, 2007. Clusters/networks promote food innovations. J Food Eng 79 (4): 1418-1425. https://doi.org/10.1016/j.jfoodeng.2006.04.024

Birch LL, 1998. Development of food acceptance patterns in the first years of life. Proc Nutr Soc 57 (4): 617-624. https://doi.org/10.1079/PNS19980090

Choo H, Chung JE, Pysarchik DT, 2004. Antecedents to new food product purchasing behavior among innovator groups in India. Eur J Mark 38 (5/6): 608-625. https://doi.org/10.1108/03090560410529240

Chung HS, Lee YC, Kyung Rhee Y, Lee SY, 2011. Consumer acceptance of ginseng food products. J Food Sci 76 (9): S516-S522. https://doi.org/10.1111/j.1750-3841.2011.02399.x

Dalenberg JR, Gutjar S, Horst GJ, De Graaf K, Renken RJ, Jager G, 2014. Evoked emotions predict food choice. PloS ONE 9 (12): e115388. https://doi.org/10.1371/journal.pone.0115388

De-Magistris T, Gracia A, Albisu LM, 2015. Examining Spanish consumers' proclivities towards premium foreign red wines. New Medit 14 (1): 34-41.

Elsner RJ, Mcwatters KH, Resurreccion AV, 1998. Consumer acceptance of stir-fry and kabobs from dark chicken meat and their packaging. Poultry Sci 77 (8): 1241-1252. https://doi.org/10.1093/ps/77.8.1241

Espina L, García Gonzalo D, Pagán R, 2014. Impact of essential oils on the taste acceptance of tomato juice, vegetable soup, or poultry burgers. J Food Sci 79 (8): S1575-S1583. https://doi.org/10.1111/1750-3841.12529

Falk RF, Miller NB, 1992. A primer for soft modeling. University of Akron Press.

Ferrarini R, Carbognin C, Casarotti EM, Nicolis E, Nencini A, Meneghini AM, 2010. The emotional response to wine consumption. Food Qual Prefer 21 (7): 720-725. https://doi.org/10.1016/j.foodqual.2010.06.004

Frewer LJ, Howard C, Hedderley D, Shepherd R, 1997. Consumer attitudes towards different food-processing technologies used in cheese production-The influence of consumer benefit. Food Qual Prefer 8 (4): 271-280. https://doi.org/10.1016/S0950-3293(97)00002-5

Gutjar S, De Graaf C, Kooijman V, De Wijk RA, Nys A, Horst GJ, Jager G, 2015. The role of emotions in food choice and liking. Food Res Int 76: 216-223. https://doi.org/10.1016/j.foodres.2014.12.022

Hair JF, Ringle CM, Sarstedt M, 2011. PLS-SEM: Indeed a silver bullet. J Mark Theory Pract 19 (2): 139-151. https://doi.org/10.2753/MTP1069-6679190202

Hauser J, Tellis G J, Griffin A, 2006. Research on innovation: A review and agenda for marketing science. Market Sci 25 (6): 687-717. https://doi.org/10.1287/mksc.1050.0144

Herrera-Corredor JA, Saidu JEP, Khachatryan A, Prinyawiwatkul W, Carballo Carballo A, Zepeda Bautista R, 2007. Identifying drivers for consumer acceptance and purchase intent of corn tortilla. J Food Sci 72 (9): 727-731. https://doi.org/10.1111/j.1750-3841.2007.00564.x

Jaeger SR, Rossiter KL, Wismer WV, Harker FR, 2003. Consumer-driven product development in the kiwifruit industry. Food Qual Prefer 14 (3): 187-198. https://doi.org/10.1016/S0950-3293(02)00053-8

James M St, Christodoulidou N, 2011. Factors influencing wine consumption in Southern California consumers. Int J Wine Bus Res 23 (1): 36-48. https://doi.org/10.1108/17511061111121399

Jones PJ, Jew S, 2007. Functional food development: concept to reality. Trends Food Sci Tech 18 (7): 387-390. https://doi.org/10.1016/j.tifs.2007.03.008

King SC, Meiselman HL, 2010. Development of a method to measure consumer emotions associated with foods. Food Qual Prefer 21 (2): 168-177. https://doi.org/10.1016/j.foodqual.2009.02.005

King SC, Meiselman HL, Carr BT, 2010. Measuring emotions associated with foods in consumer testing. Food Qual Prefer 21 (8): 1114-1116. https://doi.org/10.1016/j.foodqual.2010.08.004

Kuesten C, Chopra P, Bi J, Meiselman HL, 2014. A global study using PANAS (PA and NA) scales to measure consumer emotions associated with aromas of phytonutrient supplements. Food Qual Prefer 33: 86-97. https://doi.org/10.1016/j.foodqual.2013.11.004

Lee CM, Moskowitz HR, Lee SY, 2007. Expectations, needs and segmentation of healthy breakfast cereal consumers. J Sens Stud 22 (5): 587-607. https://doi.org/10.1111/j.1745-459X.2007.00127.x

Lincoln Y, Guba E, 1985. Naturalistic inquiry. Sage, Beverly Hills.

Linnemann AR, Meerdink G, Meulenberg MTG, Jongen WMF, 1999. Consumer-oriented technology development. Trends Food Sci 9 (11-12): 409-14.

Lockie S, Lyons K, Lawrence G, Grice J, 2004. Choosing organics: a path analysis of factors underlying the selection of organic food among Australian consumers. Appetite 43 (2): 135-146. https://doi.org/10.1016/j.appet.2004.02.004

Loebnitz N, Grunert KG, 2014. Evaluative conditioning of food technologies in China: Moderating effect of social trust. Food Qual Prefer 37: 19-26. https://doi.org/10.1016/j.foodqual.2014.04.016

Montouto-Graña M, Cabanas Arias S, Porto Fojo S, Vázquez Odériz ML, Romero Rodríguez MA, 2012. Sensory characteristics and consumer acceptance and purchase intention toward fresh cut potatoes. J Food Sci 77 (1): S40-S46. https://doi.org/10.1111/j.1750-3841.2011.02453.x

O'Hern MS, Rindfleisch A, 2009. Customer co-creation: A typology and research agenda. In: Review of marketing research; Malholtra NK (ed.). pp: 84-106. M.E. Sharpe, Armonk, NY.

Ogawa S, Piller FT, 2006. Reducing the risks of new product development. MIT Sloan Manage Rev 47 (2): 65.

OIV, 2016. World wine production. International Organisation of Vine and Wine. http://goo.gl/eMsNZx [02.03.16].

Pelegrín-Borondo J, Juaneda-Ayensa E, González-Menorca L, González-Menorca C, 2015. Dimensions and basic emotions: A complementary approach to the emotions produced to tourists by the hotel. J Vacat Mark 21 (4): 351-365. https://doi.org/10.1177/1356766715580869

Pelegrín-Borondo J, Reinares-Lara E, Olarte-Pascual C, Sierra-García M, 2016. Assessing the moderating effect of the end user in consumer behavior: the acceptance of technological implants to increase innate human capacities. Front Psychol 7: 132. https://doi.org/10.3389/fpsyg.2016.00132

Qiu H, Huang J, Pray C, Rozelle S, 2012. Consumers' trust in government and their attitudes towards genetically modified food: empirical evidence from China. J Chin Econ Bus Stud 10 (1): 67-87. https://doi.org/10.1080/14765284.2012.638471

Ram J, Corkindale D, Wu ML, 2014. ERP adoption and the value creation: Examining the contributions of antecedents. J Eng Technol Manage 33: 113-133. https://doi.org/10.1016/j.jengtecman.2014.04.001

Ronteltap A, Van Trijp JCM, Renes RJ, Frewer LJ, 2007. Consumer acceptance of technology-based food innovations: Lessons for the future of nutrigenomics. Appetite 49 (1): 1-17. https://doi.org/10.1016/j.appet.2007.02.002

Sae-Eaw A, Chompreeda P, Prinyawiwatkul W, Haruthaithanasan V, Suwonsichon T, Saidu JE, Xu Z, 2007. Acceptance and purchase intent of US consumers for nonwheat rice butter cakes. J Food Sci 72 (2): S92-S97. https://doi.org/10.1111/j.1750-3841.2006.00256.x

Siegrist M, 2008. Factors influencing public acceptance of innovative food technologies and products. Trends Food Sci 19 (11): 603-608. https://doi.org/10.1016/j.tifs.2008.01.017

Sorenson D, Henchion M, 2011. Understanding consumers' cognitive structures with regard to high pressure processing: A means-end chain application to the chilled ready meals category. Food Qual Prefer 22 (3): 271-280. https://doi.org/10.1016/j.foodqual.2010.11.003

Talsma EF, Melse-Boonstra A, de Kok BPH, Mbera GNK, Mwangi AM, et al., 2013. Biofortified cassava with pro-vitamin A is sensory and culturally acceptable for consumption by primary school children in Kenya. PLoS ONE 8 (9): e73433. https://doi.org/10.1371/journal.pone.0073433

Vanhonacker F, Kühne B, Gellynck X, Guerrero L, Hersleth M, Verbeke W, 2013. Innovations in traditional foods: Impact on perceived traditional character and consumer acceptance. Food Res Int 54 (2): 1828-1835. https://doi.org/10.1016/j.foodres.2013.10.027

Venkatesh V, Morris MG, Davis GB, Davis FD, 2003. User acceptance of information technology: Toward a unified view. MIS Q 27 (3): 425-478.

Venkatesh V, Thong J, Xu X, 2012. Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Q 36 (1): 157-178.

Verbeke W, 2005. Consumer acceptance of functional foods: socio-demographic, cognitive and attitudinal determinants. Food Qual Prefer 16 (1): 45-57. https://doi.org/10.1016/j.foodqual.2004.01.001

Von Hippel E, 2005. Democratizing innovation: The evolving phenomenon of user innovation. J Betriebswirtsch 55 (1): 63-78. https://doi.org/10.1007/s11301-004-0002-8

Watson D, Clark LA, Tellegen A, 1988. Development and validation of brief measures of positive and negative affect: The PANAS scales. J Pers Soc Psychol 54: 1063-1070. https://doi.org/10.1037/0022-3514.54.6.1063

Wilkinson SBT, Pidgeon N, Lee J, Pattison C, Lambert N, 2005. Exploring consumer attitudes towards functional foods: A qualitative study. J Neutraceuticals Funct Med Foods 4(3-4): 5-28. https://doi.org/10.1300/J133v04n03_02




DOI: 10.5424/sjar/2017151-10064