Consumer Trust in a Health-Enhancing Innovation: Comparisons between Finland, Germany, and the United Kingdom

Research output: Contribution to journalArticleScientificpeer-review

Abstract

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.

Original languageEnglish
JournalJournal of International Consumer Marketing
Volume31
Issue number2
Pages (from-to)162-176
Number of pages15
ISSN0896-1530
DOIs
Publication statusPublished - 23 Apr 2019
MoE publication typeA1 Journal article-refereed

Fields of Science

  • 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

Cite this

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title = "Consumer Trust in a Health-Enhancing Innovation: Comparisons between Finland, Germany, and the United Kingdom",
abstract = "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.",
keywords = "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",
author = "Riikka Puhakka and Sari Ollila and Raisa Valve and Sinkkonen, {Aki Tapio}",
year = "2019",
month = "4",
day = "23",
doi = "10.1080/08961530.2018.1498757",
language = "English",
volume = "31",
pages = "162--176",
journal = "Journal of International Consumer Marketing",
issn = "0896-1530",
publisher = "INTERNATIONAL BUSINESS PRESS",
number = "2",

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T1 - Consumer Trust in a Health-Enhancing Innovation

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AU - Puhakka, Riikka

AU - Ollila, Sari

AU - Valve, Raisa

AU - Sinkkonen, Aki Tapio

PY - 2019/4/23

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AB - 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.

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KW - DETERMINANTS

KW - FUNCTIONAL FOODS

KW - INFORMATION

KW - PERCEPTION

KW - PRODUCT DEVELOPMENT

KW - PUBLIC ACCEPTANCE

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KW - WILLINGNESS-TO-PAY

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KW - health

KW - innovation

KW - willingness to try

KW - 511 Economics

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