The Effect of Individual Innovativeness on Gastronomic Experience and Purchase Intention in the Foods of the Future

Öz

With the increase in the world population, there are difficulties in reaching healthy and alternative food products. Today, the production of new generation nutritious and technologically developed foods that will change people’s eating habits and that have been created in a laboratory environment has gained momentum. These foods, which are seen as the foods of the future, also express the technological development and complete change of the foods consumed today. These foods are designed considering the changes in human life as a result of technology, and environmental sustainability. In order to adapt to these changes, it is important for people to be open to innovations and to experience them. Innovativeness is expressed as the positive approach that people show towards new goods, services, ideas, etc. For this reason, the food that people experience has an important place in their purchase decision. This study was designed to reveal the impact of individual innovativeness on experience and purchasing in the foods of the future. For this purpose, the data were obtained from Gastronomy and Culinary Arts students, who are the chefs of the future, through purposeful sampling. The obtained data were collected through 284 surveys applied to the participants. Within the scope of the study, the data were analyzed with explanatory factor analysis and multiple regression analysis. In this study, all sub-dimensions of individual innovativeness were considered as independent variables, whereas all sub-dimensions of experience and purchase intention were considered as dependent variables. Based on the findings, it was concluded that individual innovativeness had a significant effect on experience and purchase intention.

Anahtar Kelimeler

• Food
• Experience
• New Product
• Purchase
• Innovativeness

Kaynakça

1. Adoreboard (2019). "Human Experience (HX)". Link https://adoreboard.com/hx-academy/human-experience-hx (access date: 10/01/2022).
2. Altunışık, R., Coşkun, R., Bayraktaroğlu, S. and Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı. Sakarya: Sakarya Kitabevi.
3. Anusha Siddiqui, S., Bahmid, N. A. et al. (2022). Consumer Acceptability of Plant-, Seaweed-, and Insect-Based Foods as Alternatives to Meat: A Critical Compilation of A Decade of Research. Critical Reviews in Food Science and Nutrition, 1-22.
4. Bacon, J. (2014). "The Future of Food and Drink Marketing". Link https://www.marketingweek.com/the-future-of-food-and-drink-marketing/ (access date: 20/02/2022).
5. Bartels, J. and Reinders, M. J. (2010). Social Identification, Social Representations, and Consumer Innovativeness in an Organic Food Context: A Cross-National Comparison. Food Quality and Preference, 21(4), 347-352.
6. Dimitrovski, D. and Crespi-Vallbona, M. (2017). Role of Food Neophilia in Food Market Tourists’ Motivational Construct: The case of La Boqueria in Barcelona, Spain. Journal of Travel & Tourism Marketing, 34(4), 475-487.
7. Enkel, E., Heil, S., Hengstler, M. and Wirth, H. (2017). Exploratory and Exploitative Innovation: to What Extent do the Dimensions of Individual Level Absorptive Capacity Contribute? Technovation, 60/61, 29-38.
8. Godovykh, M. and Tasci, A. D. A. (2020). Customer Experience in Tourism: A Review of Definitions, Components, and Measurements. Tourism Management Perspectives, 35.

9. Govaerts, F. and Olsen, S. O. (2022). Exploration of Seaweed Consumption in Norway Using the Norm Activation Model: The Moderator Role of Food Innovativeness. Food Quality and Preference, 99.
10. Hollebeek, L. D. and Andreassen, T. W. (2018). The SD Logic Informed “Hamburger” Model of Service Innovation and Its Implications for Engagement and Value. Journal of Service Marketing, 32(1), 1-7.
11. Hurt, H. T., Joseph, K. and Cook, C. D. 2013. "Individual Innovativeness (II)". Link https://www.midss.org/sites/default/files/individual_innovativeness.pdf (access date: 10/01/2022).
12. Mancini, M. C. and Antonioli, F. (2022). The Future of Cultured Meat between Sustainability Expectations and Socio-Economic Challenges. In Rajeev Bhat (Ed), Future Foods: Global Trends, Opportunities, and Sustainability Challenges (pp. 331-350). Netherlands: Elsevier.
13. McClementes, D. J. (2020). Future Foods: A Manifesto for Research Priorities in Structural Design of Foods. Food & Function, 11(3), 1933-1945.
14. Morwitz, V. G., Steckel, J. H. and Gupta, A. (2007). When do Purchase Intentions Predict Sales? International Journal of Forecasting, 23(3), 347–364.
15. Pang, C., Yin, X. and Zhang, G. (2021). Current Progress and Prospects of Enzyme Technologies in Future Foods. Systems Microbiology and Biomanufacturing, 1, 24–32.
16. Parodi, A., Leip, A. and De Boer, I. J. M. (2018). The Potential of Future Foods for Sustainable and Healthy Diets. Nature Sustainability, 1(12), 782-789.
17. Richard, J. and Guppy, S. (2014). Facebook: Investigating the Influence on Consumer Purchase Intention. Asian Journal of Business Research, 4(2), 1-14.
18. Su, C. S. (2011). The Role of Service Innovation and Customer Experience in Ethnic Restaurants. The Service Industries Journal, 31(3), 425-440.
19. Subramanian, A. (1996). Innovativeness: Redefining the Concept. Journal of Engineering and Technology Management, 13(3-4), 223-243.
20. Turner, S. F., Mitchell, W. and Bettis, R. A. (2013). Strategic Momentum: How Experience Shapes Temporal Consistency of Ongoing Innovation. Journal of Management, 39(7), 1855-1890.
21. Tzachor, A., Richards, C.E. and Holt, L. (2021). Future Foods for Risk-Resilient Diets. Nature Food, 2, 326-329.
22. Ünüvar, Ş., Kılınç, C., Sarı Gök, H. and Şalvarcı, S. (2018). Turizm Öğrencilerinin Yeşil Ürün Tercihinin Satın Alma Niyeti Üzerine Etkisi. Journal of Tourism and Gastronomy Studies, 6(1), 20-40.
23. Vagliano I., Günther F., Heinz M. et. al (2018). Open Innovation in the Big Data Era with the MOVING Platform: An Integrated Working and Training Approach for Data-Savvy Information Professionals. IEEE MultiMedia, 25(3), 8-21.
24. Wu, C., Parker, S. K. and de Jong, J. P. J (2014). Need for Cognition as an Antecedent of Individual Innovation Behavior. Journal of Management, 40(6), 1511-1534.
25. Wu, S. I., and Ho, L. P. (2014). The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product—An Example of Iphone. International Journal of Innovation and Technology Management, 11(4), 1-22.
26. Yılmaz, G. (2021). Gastronomik Deneyim, Yiyecek İmajı ve Otantizmin Turistlerin Yerel Yiyecek Tüketim Niyetine Etkisi: Yiyecek Korkusunun Düzenleyici Rolü. Unpublished Doctoral Thesis, University of Akdeniz, Antalya.