Understanding consumers’ acceptance of edible food packaging: The role of consumer innovativeness

Abstract

Edible food packaging helps address the problem of solid waste generated by conventional packaging, but consumers' acceptance of this novel practice remains uncertain. To understand the factors influencing consumers’ purchase behaviors, this research explored the effects of consumer innovativeness, attitudinal ambivalence, perceived behavioral control, subjective norms, and attitudes through an online survey. The results identified the impact of consumer innovativeness on perceptions of buying foods with edible packaging and the moderating role of attitudinal ambivalence. The findings extend the use of diffusion of innovation, planned behavior, and ambivalence theories, offering valuable recommendations for practitioners in the foodservice industries.