Willingness to try innovative food products: a comparison between British and Brazilian consumers

In this study we investigate the consumer's willingness to try innovative food products in the context of the metropolitan area of Porto Alegre in Brazil and Cirencester in England, UK. Innovation in the food industry is an important source of differentiation and a value-adding opportunity for managers to develop new products. Therefore, the adoption or rejection of innovative food products becomes strategic from a market point-of-view. Using the Domain Specific Innovativeness [DSI] scale and the Food Neophobia Scale [FNS], two surveys were carried out in Brazilian and British universities wit...