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

Titel: Consumer Trust in a Health-Enhancing Innovation : Comparisons between Finland, Germany, and the United Kingdom
Författare: Puhakka, Riikka; Ollila, Sari; Valve, Raisa; Sinkkonen, Aki Tapio
Upphovmannens organisation: Ecosystems and Environment Research Programme
Helsinki Institute of Sustainability Science (HELSUS)
Nature-Based Solutions
Department of Food and Nutrition
Nutrition Science
Aki Tapio Sinkkonen / Principal Investigator
Datum: 2019-04-23
Språk: eng
Sidantal: 15
Tillhör serie: Journal of International Consumer Marketing
ISSN: 0896-1530
DOI: https://doi.org/10.1080/08961530.2018.1498757
Permanenta länken (URI): http://hdl.handle.net/10138/329982
Abstrakt: 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
Referentgranskad: Ja
Användningsbegränsning: openAccess
Parallelpublicerad version: acceptedVersion


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