Behavioral Dimensions of New Product Acceptance

Abstract

This article explores key behavioral dimensions associated with the acceptance of aericultural innovations and new products by agribusiness operators. Variables affecting adoption behavior are presented in a Hybrid Model that combines both knowledge/awareness attributes and economic factors constraining buyers from accepting new products. Additionally, this conceptual framework considers buyers' criteria for evaluation of new products as critical in mediating the decision-making process. Understanding the behavioral dimensions of new product acceptance has vital implications for future agribusiness research and marketing management.