The Influence of Food Neophobia and Perception on Willingness to Consume Novel Food of Thai Consumers
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Abstract
This study aimed to determine the factors affecting consumer’s willingness to consume novel foods (WTC) by focusing on perception of novel food, perception of eating novel food and food neophobia. A conceptual model was analysed by structural equation modelling. Results from 603 Thai respondents have shown that perception of novel food has a strong direct positive influence on WTC, but food neophobia has negatively both direct and indirect effects on WTC through perception of novel food and eating novel food.
Hence, food companies employing innovative technology to produce novel food should increase consumer perception through data, offering extensive information, and prominently feature on product labels details regarding its composition, quality, health and environmental benefits, as well as safety. This approach will alleviate food neophobia by ensuring consumers feel more comfortable with novel food choices.
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