Consumer Trust in a Health-Enhancing Innovation : Comparisons between Finland, Germany, and the United Kingdom

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http://hdl.handle.net/10138/329982

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Puhakka , R , Ollila , S , Valve , R & Sinkkonen , A T 2019 , ' Consumer Trust in a Health-Enhancing Innovation : Comparisons between Finland, Germany, and the United Kingdom ' , Journal of International Consumer Marketing , vol. 31 , no. 2 , pp. 162-176 . https://doi.org/10.1080/08961530.2018.1498757

Title: Consumer Trust in a Health-Enhancing Innovation : Comparisons between Finland, Germany, and the United Kingdom
Author: Puhakka, Riikka; Ollila, Sari; Valve, Raisa; Sinkkonen, Aki Tapio
Contributor: University of Helsinki, Ecosystems and Environment Research Programme
University of Helsinki, Department of Food and Nutrition
University of Helsinki, Department of Food and Nutrition
University of Helsinki, Ecosystems and Environment Research Programme
Date: 2019-04-23
Language: eng
Number of pages: 15
Belongs to series: Journal of International Consumer Marketing
ISSN: 0896-1530
URI: http://hdl.handle.net/10138/329982
Abstract: A health effect is a credence quality feature which is difficult for consumers to detect, and they need to be convinced of its trustworthiness. This study explores the role of trust-related arguments in Finnish, German, and British consumers' willingness to try a novel health-enhancing, non-edible product. Scientific evidence in particular would convince consumers, particularly Finnish ones, to try a product. Receiving recommendations from other users was more important for younger than for older respondents when it came to trying this type of product. Different marketing strategies may be needed to convince potential users of the benefits of a novel product.
Subject: CARE
DETERMINANTS
FUNCTIONAL FOODS
INFORMATION
PERCEPTION
PRODUCT DEVELOPMENT
PUBLIC ACCEPTANCE
RISK
SAFETY
Trust
WILLINGNESS-TO-PAY
consumer behavior
health
innovation
willingness to try
511 Economics
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