Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 386705
Title Role of product characteristics for the adoption of fruit and fruit product innovations
Author(s) Kraszewska, M.; Zajac, J.; Lans, I.A. van der; Jasiulewicz, A.; Berg, I. van den; Bolek, A.
Source Journal of Horticultural Science and Biotechnology 2009 (2009)6 Isafruit Suppl. - ISSN 1462-0316 - p. 28 - 33.
Department(s) Marketing and Consumer Behaviour
LEI Consument and Behaviour
LEI Consumer & behaviour
Publication type Refereed Article in a scientific journal
Publication year 2009
Keyword(s) focus groups - consumer innovativeness - personal involvement - cognitive-style
Abstract The aim of this study was the identification of those product characteristics that are important for the adoption of fruit and fruit product innovations by consumers. Sixteen focus group discussions were held in four European countries (Greece, The Netherlands, Poland, and Spain). Different aspects of six innovative fruit products were discussed, revealing those characteristics that were important for the adoption of each of them. It was observed that the participants did not perceive fruit innovations as a homogenous group, but assigned them to different groups, which led to a number of categories of fruit innovation. Three categories concerned the level of preparation of fruit. These were fresh, prepared, and processed fruit product innovations. Another two categories, radical and evolutionary innovations, related to the level of novelty of the fruit innovation. Characteristics important for the adoption of each of these categories are given.The results will be used for further, more quantitative, research.
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