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

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Sammanfattning

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.

Originalspråkengelska
TidskriftJournal of International Consumer Marketing
Volym31
Utgåva2
Sidor (från-till)162-176
Antal sidor15
ISSN0896-1530
DOI
StatusPublicerad - 23 apr 2019
MoE-publikationstypA1 Tidskriftsartikel-refererad

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