Fostering a link between creativity and consumer acceptance: essential factors for advancing innovations in food industry
Abstract
This research aims to explore the acceptance of unconventional food products that convey creative solutions for sustainable food production and consumption. This paper presents the first stage results of an extensive Baltic Sea region’s population survey organized to understand how innovative food products’ creators could better enhance the link between sustainable products and different segments’ customer acceptance. In scope of this study, the authors focused on youth market segments, who are known for their adventurous and experimental eating habits. The authors hypothesized that products that have been created to comply with socially responsible and sustainable food products’ requirements face resistance from the youth who do not view them as superior to conventional ones. The cross-sectional study utilized mixed-method methodology, combining qualitative and quantitative approaches, including a literature review, in-depth focus group interviews, and comparative analysis using normal distribution assessment and sentiment classification. The research findings indicate that while the youth acknowledge the social and environmental benefits of innovative food products, they remain hesitant to adopt them personally. Therefore, it is vital for innovative food creators to understand the biases and behaviors of young consumers, ensuring transparency about product contents, motivating them to embrace new consumption models, try unconventional foods, and highlight the personal and societal advantages of purchasing these items.
Keyword : consumer behavior, creative solutions, food innovation, sustainability, sustainable consumption, young generation
How to Cite
Grinberga-Zalite, G., Zvirbule, A., & Hernik, J. (2024). Fostering a link between creativity and consumer acceptance: essential factors for advancing innovations in food industry. Creativity Studies, 17(1), 309–322. https://doi.org/10.3846/cs.2024.19789
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Massari, S., Galli, F., Mattioni, D., & Chiffoleau, Y. (2023). Co-creativity in living labs: Fostering creativity in co-creation processes to transform food systems. Journal of Science Communication, 22(3). https://doi.org/10.22323/2.22030203
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Sparke, K., & Menrad, K. (2011). Food consumption style determines food product innovations’ acceptance. Journal of Consumer Marketing, 28(2), 125–138. https://doi.org/10.1108/07363761111115962
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Wach, K., & Bilan, S. (2023). Creativity of students in favour of their entrepreneurial intentions: Empirical evidence from Poland. Creativity Studies, 16(1), 211–224. https://doi.org/10.3846/cs.2023.15028
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Zimmermann, H. J. (1996). Fuzzy set theory and its applications. Allied Publishimers Limited. https://doi.org/10.1007/978-94-015-8702-0
Zvirbule, A., Auzina, A., & Grinberga-Zalite, G. (2023). Gastronomic tourism and smart solutions used for its development: The case of a region of Latvia. Worldwide Hospitality and Tourism Themes, 15(5), 570–580. https://doi.org/10.1108/WHATT-06-2023-0076
Annin, P. (2023). Would you drink a beer made from sewer water to save the world? Outrider. https://outrider.org/climate-change/articles/would-you-drink-beer-made-sewer-water-save-world
Batat, W. (2019). Experiential marketing: Consumer behavior, customer experience and the 7Es. Routledge. https://doi.org/10.4324/9781315232201
Boonpracha, J. (2022). Arts and culture as creative learning of students through cultural product design. Creativity Studies, 15(2), 364–375. https://doi.org/10.3846/cs.2022.14307
Boudway, I. (2023). Can beer convince Americans to drink recycled wastewater? Bloomberg. https://www.bloomberg.com/news/features/2023-05-22/craft-beers-are-selling-americans-on-drinking-recycled-wastewater
Dahooie, H. J., Raafat, R., Qorbani, A. R., & Daim, T. (2021). An intuitionistic fuzzy data-driven product ranking model using sentiment analysis and multi-criteria decision-making. Technological Forecasting and Social Change, 173. https://doi.org/10.1016/j.techfore.2021.121158
DeFoliart, G. R. (1999). Insects as food: Why the Western attitude is important. Annual Review of Entomology, 44, 21–50. https://doi.org/10.1146/annurev.ento.44.1.21
Dioula, B. M., Deret, H., Morel, J., Vachat, du E., & Kiaya, V. (2013). Enhancing the role of smallholder farmers in achieving sustainable food and nutrition security. In ICN2 Second International Conference on Nutrition “Better Nutrition, Better Lives”. Rome, Italy. https://openknowledge.fao.org/server/api/core/bitstreams/9eb3ad41-7e38-4d54-8110-0633aefeb8eb/content
Dudin, M. N., Lyasnikov V., N., Dobrova, K. B., Vysotskaya, N. V., & Katulsky, E. D. (2014). Peculiarities of consumer behavior management of young people in a metropolis–world experience. Asian Social Science, 10(20), 38–46. https://doi.org/10.5539/ass.v10n20p38
Eslami, S. P., Ghasemaghaei, M., & Hassanein, K. (2018). Which online reviews do consumers find most helpful? A multi-method investigation. Decision Support Systems, 113, 32–42. https://doi.org/10.1016/j.dss.2018.06.012
Fraj-Andrés, E., Herrando, C., Lucia-Palacios, L., & Pérez-López, R. (2023). Informative initiatives as a useful tool to raise awareness of food waste: An application to higher education. International Journal of Sustainability in Higher Education, 24(4), 840–858. https://doi.org/10.1108/IJSHE-03-2022-0103
Frewer, L., Scholderer, J., & Lambert, N. (2003). Consumer acceptance of functional foods: Issues for the future. British Food Journal, 105(10), 714–731. https://doi.org/10.1108/00070700310506263
Hartmann, Ch., & Siegrist, M. (2017). Insects as food: Perception and acceptance. findings from current research. Ernaehrungs Umschau International, 3, 44–50.
Hémar-Nicolas, V., Pantin-Sohier, G., & Gallen, C. (2022). “Do you eat insects?”: Acceptance of insects as food by children. Journal of Consumer Marketing, 39(5), 505–522. https://doi.org/10.1108/JCM-12-2020-4289
Huen, E. (2018). Would you drink this beer made from recycled sewage water? Forbes. https://www.forbes.com/sites/eustaciahuen/2018/07/19/sewagebeer/?sh=7a06457077c0
Jasrotia, S. S., Darda, P., & Pandey, Sh. (2023). Changing values of millennials and centennials towards responsible consumption and sustainable society. Society and Business Review, 18(2), 244–263. https://doi.org/10.1108/SBR-01-2022-0013
Jones, W. (2022). How creativity and community prompt innovation in the food industry. Food Processing. https://www.foodprocessing.com/power-lunch/article/11287938/how-creativity-and-community-prompt-innovation-in-the-food-industry
Khan, Z., Midega, Ch., Pittchar, J., Pickett, J., & Bruce, T. (2011). Push–pull technology: A conservation agriculture approach for integrated management of insect pests, weeds and soil health in Africa: UK government’s foresight food and farming futures project. International Journal of Agricultural Sustainability, 9(1), 162–170. https://doi.org/10.3763/ijas.2010.0558
Knickel, M., Neuberger, S., Klerkx, L., Knickel, K., Brunori, G., & Saatkamp, H. (2021). Strengthening the role of academic institutions and innovation brokers in agri-food innovation: Towards hybridisation in cross-border cooperation. Sustainability, 13(9). https://doi.org/10.3390/su13094899
Kuksa, I., Fisher, T., & Kent, T. (2022). Understanding personalisation: New aspects of design and consumption. Chandos Publishing.
Lang, T., & Heasman, M. (2004). Diet and nutrition policy: A clash of ideas or investment? Development, 47(2), 64–74. https://doi.org/10.1057/palgrave.development.1100031
Massari, S., Galli, F., Mattioni, D., & Chiffoleau, Y. (2023). Co-creativity in living labs: Fostering creativity in co-creation processes to transform food systems. Journal of Science Communication, 22(3). https://doi.org/10.22323/2.22030203
Ozcaglar-Toulouse, N. (2007). Living for “Ethics”: Responsible consumption in everyday life. In R. W. Belk & J. F. Sherry Jr. (Eds.), Research in consumer behavior. Consumer culture theory (Vol. 11, pp. 421–436). Emerald Publishing Limited. https://doi.org/10.1016/S0885-2111(06)11017-0
Packalen, M., & Bhattacharya, J. (2019). Age and the trying out of new ideas. Journal of Human Capital, 13(2), 341–373. https://doi.org/10.1086/703160
Pretty, J., Toulmin, C., & Williams, S. (Guest Eds.). (2011). Sustainable intensification: Increasing productivity in African food and agricultural systems. International Journal of Agricultural Sustainability, 9(1). https://doi.org/10.3763/ijas.2010.0583
Schenker, S., Becker, H. C., Randall, C. L., Phillips, D. K., Baskin, G. S., & Henderson, G. I. (1990). Fetal alcohol syndrome: Current status of pathogenesis. Alcohol: Clinical and Experimental Research, 14(5), 635–647. https://doi.org/10.1111/j.1530-0277.1990.tb01220.x
Sparke, K., & Menrad, K. (2011). Food consumption style determines food product innovations’ acceptance. Journal of Consumer Marketing, 28(2), 125–138. https://doi.org/10.1108/07363761111115962
StellaPop. (2024). Good food: An industry with a taste for creativity. https://stellapop.com/good-food-an-industry-with-a-taste-for-creativity/
United Nations: Department of Economic and Social Affairs. (2022). World population prospects 2022: Summary of results. UN DESA/POP/2021/TR/NO. 3. United Nations.
Vanhonacker, F., Verbeke, W., Guerrero, L., Claret, A., Contel, M., Scalvedi, L., Żakowska-Biemans, S., Gutkowska, K., Sulmont-Rossé, C., Raude, J., Granli, B. S., & Hersleth, M. (2010). How European consumers define the concept of traditional food: Evidence from a survey in six countries. Agribusiness: An International Journal, 26(4), 453–476. https://doi.org/10.1002/agr.20241
Verain, M. C. D., Sijtsema, S. J., & Antonides, G. (2016). Consumer segmentation based on food-category attribute importance: The relation with healthiness and sustainability perceptions. Food Quality and Preference, 48, 99–106. https://doi.org/10.1016/j.foodqual.2015.08.012
Wach, K., & Bilan, S. (2023). Creativity of students in favour of their entrepreneurial intentions: Empirical evidence from Poland. Creativity Studies, 16(1), 211–224. https://doi.org/10.3846/cs.2023.15028
Wang, Q. J., Barbosa Escobar, F., Lund Mathiesen, S. L., & Alves da Mota, P. (2021). Can eating make us more creative? A multisensory perspective. Foods, 10(2). https://doi.org/10.3390/foods10020469
WWF. (2023). WWF Baltic ecoregion programme. http://www.pdf.lv/uploads/dokumenti/joinWWF_Balticsea.pdf
Yeniyurt, S., & Townsend, J. D. (2003). Does culture explain acceptance of new products in a country? An empirical investigation. International Marketing Review, 20(4), 377–396. https://doi.org/10.1108/02651330310485153
Zimmermann, H. J. (1996). Fuzzy set theory and its applications. Allied Publishimers Limited. https://doi.org/10.1007/978-94-015-8702-0
Zvirbule, A., Auzina, A., & Grinberga-Zalite, G. (2023). Gastronomic tourism and smart solutions used for its development: The case of a region of Latvia. Worldwide Hospitality and Tourism Themes, 15(5), 570–580. https://doi.org/10.1108/WHATT-06-2023-0076