Factors affecting young adults’ willingness to try novel health-enhancing nature-based products

Research output: Contribution to journalArticleScientificpeer-review


One of the megatrends that affects consumers' preferences is a growing interest in health, well-being and self-care. This study explores consumer perceptions of a health-enhancing nature-based substance. Based on a survey data (N = 944) collected among national and international students in Finland, we examined factors that affect young adults' willingness to try products containing the substance. The results showed a relatively high willingness to try the products, particularly among female and non-Finnish respondents. Relationship to nature and beliefs related to the health benefits or risks of soil microbes influenced willingness to try products. The results highlight the importance of accounting for consumer perceptions in the innovation process.

Original languageEnglish
JournalJournal of International Consumer Marketing
Issue number5
Pages (from-to)595-612
Publication statusPublished - 7 Oct 2021
MoE publication typeA1 Journal article-refereed

Fields of Science

  • Consumer behavior
  • functional products
  • health
  • nature-based solutions
  • well-being
  • 512 Business and Management

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