Eco-Innovation in the Food Industry: Exploring Consumer Motivations in an Emerging Market

Katherine Mansilla-Obando, Gonzalo Llanos, Esteban Gómez-Sotta, Paulo Buchuk, Francisco Ortiz, Mario Aguirre, Fabian Ahumada

Research output: Contribution to journalArticlepeer-review

Abstract

The utilization of eco-innovative products has witnessed a surge in adoption, driven by their inherent capacity to address pressing environmental concerns. To comprehensively fathom the underlying motivations propelling consumers to embrace these products, we conducted an in-depth investigation employing “The Not Company” (Chile) as a compelling case study. We conducted qualitative interviews with a cohort of 20 Chilean consumers, guided by the Theory of Planned Behavior theoretical framework. The research methodology harnessed the principles of thematic analysis, yielding insights that underscore the significance of key determinants in shaping consumers’ choices towards eco-innovative products. Specifically, our findings highlighted that consumer choices in this domain are profoundly influenced by their attitudes, subjective norms, and perceived behavioral control. Moreover, within these overarching categories, we unearthed sub-themes illuminating the intricate influences guiding consumer choices. These sub-themes encompassed beliefs about food manufacturing and packaging, the persuasive impact of social media and advertising, and the indelible impressions left by prior encounters with eco-innovative products. This study highlights consumers’ fundamental role in the broader eco-innovation landscape, particularly within the food industry context.

Original languageEnglish
Article number4
JournalFoods
Volume13
Issue number1
DOIs
StatePublished - 1 Jan 2024

Keywords

  • consumers
  • eco-innovation
  • food industry
  • sustainable development
  • theory of planned behavior

Fingerprint

Dive into the research topics of 'Eco-Innovation in the Food Industry: Exploring Consumer Motivations in an Emerging Market'. Together they form a unique fingerprint.

Cite this