Product Adoption Research Articles

From Plate to Planet: Factors Influence Thai Consumers’ Adoption Intention as Sources of Actual Behavior Development of Plant-Based Food

Introduction: This study investigates the factors influencing Thai consumers’ acceptance of plant-based food products. Drawing upon the Theory of Planned Behavior (TPB) attitudes, subjective norms, perceived behavioral control, Diffusion of Innovation Theory (DOI), personal innovativeness and environment concern, are examined as predictors of adoption intention and actual behavior. Methods: The quantitative approaches collected data with convenience sampling method from Thai consumers using online questionnaires. A structural equation modelling (SEM) was employed to analyse the confirmatory factor analysis and path analysis on relationships among variables and hypothesis testing. Results: The findings reveal significant positive relationships between attitudes, subjective norms, environmental concern, and personal innovativeness to adoption intention through actual behavior of plant-based food products. Perceived behavioral control did not impact adoption intention. Discussion: The results underscore the importance of attitudes, environmental concern, subjective norms and personal innovativeness in shaping consumer behaviour towards plant-based foods. Plant-based entrepreneurs can promote adoption to behavior on product launching using various factors across research fields as marketing strategies and communication tools regarding increase the product adoption and revenue growth.

Too much of a good thing? High volumes of positive WOM can undermine adopters of new technology products

AbstractWe explore how first-time adopters of complex new technology products are influenced by the volume of positive WOM that they receive prior to adoption. Such positive WOM can flow through to alter adopter’s goals during initial product use, with consequences for their usage experiences and strategies. Two longitudinal surveys and an experiment reveal a potential downside of positive WOM. Specifically, receiving a greater volume of positive WOM about a new technology product can establish normative standards for adopter’s performance during product use. This leads adopters to feel pressure to meet those standards, prompting avoidance-oriented performance goals for initial use of their new product. Together, these processes undermine adopter’s experiences with their new product, as well as their strategies for using it. Our findings offer insights for marketers and researchers by identifying and explaining an ironic post-adoption effect of PWOM.Too much of a good thing? High volumes of positive WOM can undermine adopters of new technology products.

Effects of a human amniotic membrane extract on ARPE-19 cells

BackgroundHuman Amniotic Membrane (hAM) is endowed with several biological activities and might be considered an optimal tool in surgical treatment for different ophthalmic pathologies. We pioneered the surgical use of hAM to treat retinal pathologies such as macular holes, tears, and retinal detachments, and to overcome photoreceptor damage in age-related macular degeneration. Although hAM contributed to improved outcomes, the mechanisms of its effects are not yet fully understood. The characterization and explanation of the effects of hAM would allow the adoption of this new natural product in different retinal pathologies, operative contexts, and hAM formulations. At this end, we studied the properties of a hAM extract (hAME) on the ARPE-19 cells.Methods and resultsA non-denaturing sonication-based technique was developed to obtain a suitable hAME. Viability, proliferation, apoptosis, oxidative stress, and epithelial-mesenchymal transition (EMT) were studied in hAME-treated ARPE-19 cells. The hAME was able to increase ARPE-19 cell viability even in the presence of oxidative stress (H2O2, TBHP). Moreover, hAME prevented the expression of EMT features, such as EMT-related proteins, fibrotic foci formation, and migration induced by different cytokines.ConclusionsOur results demonstrate that the hAME retains most of the properties observed in the whole tissue by others. The hAME, other than providing a manageable research tool, could represent a cost-effective and abundant drug to treat retinal pathologies in the future.

German consumers' attitudes toward artificial meat.

The aim of this study was to analyze the impact of sociodemographic characteristics on willingness to try (WTT), regularly eat (WTE), or pay (WTP) for artificial meat, its expected societal challenges and general acceptance as well as its future potential development in Germany. Answers to an online questionnaire by 3,558 potential German adult consumers were evaluated. About 63% of the respondents thought this novel food was promising/acceptable. The vast majority (70%) stated that they would be willing to try it, with the most important drivers being ethics, curiosity and eco-friendliness. Around 57% of the participants said they would be willing to eat artificial meat regularly. Most of the respondents (40%) were willing to pay the same price for artificial as for conventional meat. In terms of its future potential, almost 75% of respondents believed that this new product would become commercialized in more than five years and that it was perceived as a solution that is both more ethical (67%) and more environmentally friendly (58%) than traditional meat. In addition, there were significant impacts of demographic factors on the willingness to engage with artificial meat. For example, high WTT and WTE were found among young male respondents (18-30 years of age), males that rarely consumed meat or had a low income (< €1,500). This also applied to the female respondents, who, however, belonged to higher income classes. Young German consumers with a high level of education or income up to €3,000 as well as consumers who did not eat meat had a high WTP for this novel food. In addition, respondents' positive opinion and acceptance of artificial meat had a positive influence on WTT and WTP. These results are important for the discussion of a paradigm shift in global meat production with respect to sustainability, demand for meat and the adoption of new food products.

Consumer reactions to packaging-free product dispensers: a variety of buyers' profiles to consider

PurposeThis study investigates consumer reactions to dispensers offering solid packaging-free products (e.g. pasta, lentils, cereals) integrated in a delimitated area in a grocery store. More specifically, the research examines the impacts of the overall appeal of packaging-free solid food product dispensers and their perceived ease of use on consumers' intention to use these dispensers and purchase packaging-free products. Moreover, using a set of variables, different buyer profiles are highlighted.Design/methodology/approachThe field study for this research was conducted in a delimitated area (i.e. a shop within a shop) dedicated to solid packaging-free products (e.g. pasta, lentils, cereals) in a university cooperative store in the province of Quebec, Canada. A total of 456 buyers and consumers of packaging-free products from this store took part in the field study and completed our survey.FindingsThis study shows packaging-free dispensers' overall appeal and perceived ease of use to be determinants of consumers' intention to use these dispensers and purchase packaging-free products. The Rebus (response-based procedure for detecting unit segments) method highlights the need to consider three buyer profiles (enthusiastic, pragmatic, and sceptical) with different reactions to the specific dispensers used by retailers for packaging-free products.Originality/valueThis study focuses on buyers' reactions to packaging-free dispensers in stores, during the purchase process, whereas previous ones highlighted the drivers of and barriers to consumer adoption of packaging-free products (before the purchasing process starts). It also points to the need to fine-tune the segmentation of consumers of packaging-free products, which must be based not only on consumers' previous experience or familiarity with these products but also on the integration of their drivers and barriers.

Consumer Perception Towards Green Products

This qualitative research investigation delves into the intricate landscape of consumer perception and adoption of green products, aiming to unveil the underlying factors that shape consumer behaviour in the realm of sustainability. With growing environmental concerns and an increasing emphasis on eco conscious consumption, understanding how consumers perceive and engage with green products is paramount for businesses and policymakers alike. Through in depth interviews and thematic analysis, this study uncovers the multifaceted dimensions influencing consumer decisions regarding green product adoption. Themes such a s environmental consciousness, perceived value, trust in green claims, and barriers to adoption emerge as central aspects shaping consumer attitudes and behaviours. Moreover, the study illuminates the nuanced interplay between individual beliefs, social influences, and contextual factors in driving consumer preferences for green products. Insights gleaned from this research provide valuable implications for marketers, policymakers, and sustainability advocates seeking to foster greater acceptance and uptake of environmentally friendly products within the marketplace.

The Influence of the Green Product Milo UHT Drink on Consumer Purchase Interest Using the Simple Regression Analysis Method

This research aims to evaluate the influence of Green Product Milo packaging on consumer buying interest. A quantitative descriptive research method was used by applying path analysis through a questionnaire distributed to 120 Milo consumer respondents. The research results show that Green Product adoption has a positive effect on repurchase intention. The implication is that companies need to maintain Green Products by continuing to innovate quality and environmentally friendly products and increasing promotions through potential media such as Instagram. Statistical analysis shows that there is a significant relationship between the level of product completeness and consumer attractiveness (p &lt; 0.05). Although the correlation between the level of environmentally friendly products and purchase intention is relatively weak (correlation 0.411), the regression model shows a positive influence. From the results of ANOVA calculations, this regression can be used to predict purchasing interest in environmentally friendly products. It can be concluded that Green Products have a significant influence on consumer buying interest by contributing 16.9% to the variability in buying interest. This research provides an important contribution to companies in making strategic decisions related to product development and marketing.

Usability Testing of Novel IoT-Infused Digital Services on Farm Equipment Reveals Farmer’s Requirements towards Future Human–Machine Interface Design Guidelines

The application of digital technologies in the agricultural sector is increasing. One of the new key technologies is the Internet of Things (IoT), which can facilitate the everyday work of farmers. For the successful adoption of IoT-enabled digital products and to ensure improved workflows, the usability of human–machine interfaces is highly important. Various design approaches of human–machine interfaces (HMIs) can currently be found in the monitoring of agricultural machinery. In this work, the most well-known HMIs are considered. Based on a usability test (participants n = 9), the user interface (UI) of a novel mobile application (NEVONEX Cockpit App) was chosen as an example of a design approach of an IoT ecosystem that is oriented towards the UI design of mobile applications. This work aims to identify the weak points of this UI. Conclusions about the needs, and thus an improvement of the user experience, are based on the suggestions for improvement and the information about the general requirements of farmers for a UI for agricultural machinery. Here, it was found that most farmers are satisfied with the UI design of their familiar tractor monitors. According to the survey, the three most important points to be considered in the UI design are intuitive operation and menu navigation, easy access to the essential functions and buttons, and sufficiently large control panels. The conducted usability tests can be considered a basis for developing HMIs for agriculture machinery. Through repeated execution of comparable usability tests, there is the possibility of developing future HMI guidelines for agriculture to improve the user experience (UX). For the NEVONEX ecosystem, feedback from the user interface testing was incorporated in a major revision of the Cockpit App’s design, where a lot more display space was given to the agronomic digital services by smartly arranging infrastructure functions in tiles.

Assessing the Impact of Recommendation Novelty on Older Consumers: Older Does Not Always Mean the Avoidance of Innovative Products.

Personalized recommendations that use digital technologies to predict user interests and preferences and give guiding conclusions have become a widely used digital marketing tool on e-commerce platforms. Given that existing consumer behavior research has not reached a consensus on the relationship between age and the adoption of innovative products, whether recommendation novelty can stimulate older consumers' acceptance of innovative products remains uncertain. Grounded in the aging and social influence literature, this experimental study investigated the moderating role of individual cognitive age on the impact of recommendation novelty on consumer perceptions regarding stereotype threat and receptiveness to innovativeness. An experiment involving 239 online shoppers was conducted to investigate the experiences of cognitively younger and older adults while using low or high levels of recommendation novelty designed for this study. Results reveal the tension for older adults when using highly recommended novelty, as they perceive these to be more of a stereotype threat, but they also have a higher level of receptiveness to innovativeness. This finding is contrary to the common belief that "the older the consumer, the less receptive to innovativeness", providing novel insight into the information systems literature. Theoretically, this research shows how increasing the level of recommended novelty affects stereotype threat and receptiveness to innovativeness (of consumers of different cognitive ages). For practitioners, the results provide important guidelines on the kind of personalized recommendations that are appropriate for consumers with different cognitive ages.

Long ties accelerate noisy threshold-based contagions.

In widely used models of biological contagion, interventions that randomly rewire edges (generally making them 'longer') accelerate spread. However, recent work has argued that highly clustered, rather than random, networks facilitate the spread of threshold-based contagions, such as those motivated by myopic best response for adoption of new innovations, norms and products in games of strategic complement. Here we show that minor modifications to this model reverse this result, thereby harmonizing qualitative facts about how network structure affects contagion. We analyse the rate of spread over circular lattices with rewired edges and show that having a small probability of adoption below the threshold probability is enough to ensure that random rewiring accelerates the spread of a noisy threshold-based contagion. This conclusion is verified in simulations of empirical networks and remains valid with partial but frequent enough rewiring and when adoption decisions are reversible but infrequently so, as well as in high-dimensional lattice structures.

Prosumer Aggregators in Romania

Abstract The European Union has pledged to transform Europe into the first climate neutral continent by 2050, and the first step towards achieving this goal is to reduce greenhouse gas emissions by 55% by 2050, compared to levels recorded in 1990. The two main paths the EU has chosen to follow to ensure its climate neutrality goals are electrification and the increase of the integration of renewable energy technologies. If the 2010 period was characterized by the development and adoption of large-scale production of energy by using renewable sources, the 2020s seem to encompass a decentralization process, meant to bring energy production closer to the final consumer. In Romania, the past three years saw a rapid growth in the overall production of energy through distributed energy sources. Although this development is encouraging for achieving the broader environmental targets of the EU, at a local level there are several disadvantages that are starting to appear, such as issues in the distribution grid and confusion of both consumers and prosumers regarding the economic advantages of producing energy locally. The main goal of the research that has been conducted for a doctoral thesis was to develop a set of recommendations for aggregators regarding prosumers, based on mathematical model and calculations centered around a specific time frame. Research was spread into identifying and analyzing existing renewable technologies, detailing concepts such as decentralization, electrification, demand response and power aggregators, and the study of the main power aggregator business models. For these aspects to be covered, secondary research was used in the form of both academic and industry state-of-the-art papers. The main contributions of the research are the synthesizing of available information on aspects related to decentralized energy systems, and a set of recommendations aimed at aggregators, as a business, and existing and potential future prosumer.

Sustainable Consumption Patterns: Evaluating Consumer Preferences and Barriers in the Adoption of Organic Versus Conventional Agri-Food Products

Abstract This study delves into how consumers view and choose between conventional agri food items focusing on the factors that influence their purchasing decisions amidst growing concerns about climate change and sustainability. By gathering insights from a focus group of 21 individuals, the research uncovers a clear preference for products due to perceived health and environmental advantages. Consumers recognize the quality, taste and nutritional value of items, which justifies their higher price points. Nonetheless challenges like affordability, limited availability and lack of information pose obstacles to adoption. The paper underscores the importance of an approach to promote product consumption through government initiatives awareness efforts, education programs and cost saving production methods.

Unemployment, hustling, and waithood: exploring Zimbabwean urban male youth’s utilisation of ICT in soccer betting

This article explores how urban male youth in Zimbabwe have created economies of hustle and waithood through soccer betting to ensure alternative means of survival in a country facing rapid urban growth and endless economic challenges. Data were collected using a combination of ethnographic methods, including participant and non-participant observations, betting experimentation, and informal conversations. The findings show that urban male youth in Zimbabwean cities use a variety of skills in soccer betting to increase their chances of winning and earning a living through informal economic activities while waiting for employment opportunities. The findings also demonstrate the intellectual genius and streetwise resourcefulness of young people, as they incorporate research, digital, and networking competencies to decide and place their bets. The article concludes that soccer betting is not only part of Zimbabwe’s economies of hustle, leisure, and waithood but also central in influencing the adoption of ICT products and digital skills among male youths in Zimbabwe.

Does pluralistic agricultural advisory service delivery enhance sustainable land management? Evidence from southwestern Uganda

Declining land productivity and increasing land and food scarcity, amidst high population growth have precipitated the need for intensification of crop production. Sustainable land management technologies (SLMTs) have been suggested as a way to support the intensification process. In Uganda, agricultural advisory services (AAS) geared towards improved adoption of the SLMTs are provided, and farmers can access AAS from diverse sources, with the possibility of accessing from single or multiple sources. This study attempts to identify and prioritize the drivers of farmers’ access to (single/multiple) sources of AAS and determine the impact of access to these sources of AAS on the adoption of SLMT, and crop productivity. The study uses cross-sectional data collected from 435 households in the southwestern highlands of Uganda, in Kisoro and Kabale districts. The multinomial endogenous switching regression model combined with an endogenous switching regression model was used to analyse the data. Results indicate that both single and multiple sources of AAS have a positive effect on adoption of SLMTs and crop productivity, with the latter having a positive effect on the adoption of more SLMTs, while it seems to reduce the adoption of some other SLMTs. Similarly, accessing AAS from multiple sources has a higher positive impact on crop productivity, when compared to no access, but a lower impact when compared to access to a single source of AAS. These results suggest that access to multiple sources of AAS has positive impacts, but there are possible inherent challenges in the way it is implemented; lack of synchronisation of the messages given to the farmers, and the top-down approaches used to disseminate knowledge on SLMTs by some of the AAS providers may confound the possibly higher benefits of access to multiple sources of AAS. This study points out the need for policy to consider the advantages of having a streamlined agricultural extension system, with coordinated efforts from all agricultural advisory service providers and stakeholders. Key words: Agriculture, advisory services, sustainable land management, switching regression, highlands, Uganda

Chickpea production restored through upscaling crowdsourcing winner varieties and planting date adjustments in the Ada'a district, East Shoa zone, Ethiopia

Chickpea is an important cash crop for Ada'a farmers as it does for farmers in Ethiopia and elsewhere in the world. Its production, however, has been dwindling due to biotic and abiotic stresses. According to participant farmers from Ada'a district, the production of chickpea in some Kebeles of Ada'a such as Gubasaye has been abandoned because of root rot and foliar diseases such as fusarium wilt. This paper presents the evaluation of upscaled varieties' performance assessed by metric data as well as through beneficiary farmers' self-assessment data. Recognizant to the problem, five varieties of chickpea tested in the Goro district of the Southwest Shoa zone, were introduced as part of the upscaling of crowdsourcing winner crop varieties in Ethiopia. Crowdsourcing is an approach of outsourcing variety evaluation, selection, and dissemination to volunteer crowds of farmers. The introduction of the winner varieties and adjustment of the planting time was found effective in the Ada'a district. Higher grain yield was obtained from the upscaled winner varieties in the range of 2.4–2.53 t/ha, with slight variations over varieties. Habru variety showed slightly higher performance than the others. Survey participant farmers have reported an increase in GY due to growing the winner varieties compared with varieties they used to grow before and gained higher annual income due to higher productivity, market demand of the upscaled varieties, and premium market price with 6–25 Ethiopian birr (ETB) per kilogram of sold grain of these varieties. High productivity is attributed to the genetic potential of the varieties, their response to farm management, and better adaptation to the local growing conditions. Participant farmers perceived that their livelihood has been improving because of the adoption of the upscaled varieties' productivity and market demand. The annual income of participant farmers is estimated to be 2500 to 181,000 ETB for growing the winner varieties. The results indicate that upscaling pre-tested chickpea varieties and delaying their planting time to early September are effective mechanisms for reducing yield loss to fusarium wilt and root rot diseases. It can be inferred that using the crowdsourcing approach for variety evaluation and selection for upscaling is a robust approach to improve the adoption and dissemination of improved agricultural technologies.

Characteristics of proliferating cryptocurrencies: a comparative study between stable and non-stable cryptocurrencies

ABSTRACT The emergence of cryptocurrencies has caught the attention worldwide. Some parties have considered issuing cryptocurrencies an excellent opportunity to raise capital and other businesses. However, the factors that foster the proliferation of cryptocurrency are not fully explored. This paper documented a comparative case study of USDT (a successful stablecoin) and EOS (a successful non-stable cryptocurrency). Based on our findings and previous literature, we suggested a Technology-Institution-Market (TIM) framework for cryptocurrency proliferation. We also elaborated on previous FinTech product development and adoption theories and provided some practical implications for cryptocurrency investors, issuers and regulators.

Evaluation of knowledge, attitude, practices and effectiveness of menstrual hygiene interventions in rural schools from Lilongwe, Malawi

BackgroundMenstrual hygiene management (MHM) is associated with the menstrual process in women and adolescent girls who face cultural and financial challenges in rural areas of many developing countries. As part of the pilot study, we assessed the sustainability and effectiveness of the approaches and lessons learned from the MHM project intervention in rural areas of Lilongwe, Malawi.MethodsRural primary schools (n = 4) were purposively selected where an MHM intervention was implemented in Lilongwe, Malawi. The study employed a mixed-method research design. Assessments and data collection were performed through surveys of learners, literature reviews, key informant interviews (KIIs) (n = 90), and 20 focus group discussions (FGDs). The study participants included boys and adolescent girls (n = 100, 11–19 years; grades 5–8), teachers, mother groups, and community leaders from the selected schools.ResultsAll the schools had water sanitation and hygiene facilities and latrines (45% improved, 54% ventilated improved pit latrines – VIPs) that promoted menstrual hygiene for adolescent girls. However, two of the schools studied (50%, n = 4) did not have separate washrooms for changing sanitary materials. There was a slight increase in latrine coverage in Kabuthu zone communities (90% at baseline versus 93.4% at midterm). However, the coverage dropped to 85.7% at the final evaluation, which was attributed to too much rain received in the area that damaged most of the latrines. There was a significant reduction (p < 0.05) in the number of girls failing to attend classes due to menstruation (70% at baseline versus 14% at final evaluation). Furthermore, the project resulted in the majority of girls (94.4%) having access to school. There was a strong uptake and adoption of sanitary products (reusable pads and menstrual cups) among adolescent girls of all age groups. The study has demonstrated that the inclusion of key stakeholders such as health workers, parents, mother groups and community leaders promoted the uptake and sustainability of reusable pads and menstrual cups and MHM interventions and programs.ConclusionThe MHM project implementation improved adolescent girls’ education in the area. The inclusion of boys and other key stakeholders in the health education talks addressed issues of stigma and discrimination. The study, therefore, calls for comprehensive training on MHM and hygiene education to remove discrimination and harmful cultural practices.

Examining the Impact of Resistance to Innovation on New Product Adoption Behavior: The Role of Purchase Intention

Innovation resistance is an emerging area of research in marketing. Despite the high rate of market introduction failures that businesses encounter, there is surprisingly little research into a key cause of these failures: the resistance of customers to innovation. This study explores the complex relationship between resistance to innovation, purchase intention, and new product adoption behavior. The conceptual framework was inspired by various theories, such as Kotler's Decision-Making Process, Innovation Resistance Theory and Theory of Planned Behavior (TPB). Through a descriptive research approach utilizing an online survey, the study examines how Resistance to Innovation influences various aspects of New Product Adoption Behavior such as New product Buying Behavior, New Product Information Searching Behavior in the lens of New Product Purchase Intention. This research uses SPSS 26.0 software to analyse the survey data. As expected, resistance to innovation exerts some influence on new product purchase intention. Purchase intention is found to partially mediate the relationship between resistance to innovation and new product adoption behavior.

Exploring the peel ash of musa acuminate as a heterogeneous green catalyst for producing biodiesel from Niger oil: A sustainable and circular bio economic approach

Currently, biodiesel stands as a sustainable and renewable alternative to depleting fossil fuels like petro-diesel. The widespread adoption of biodiesel production holds promise for enhancing environmental quality by reducing greenhouse gas emissions and promoting societal-economic development. In line with this, our research has focused on synthesizing biodiesel from the novel and edible seed oil of Niger oil, utilizing a green catalyst derived from the calcination of banana peel ash at 600 °C for 4 h. Advanced characterization techniques, including X-Ray Diffraction (XRD), Scanning Electron Microscopy (SEM), Energy Diffraction X-Ray (EDX), Thermogravimetric Analysis (TGA), X-ray Photoelectron Spectroscopy (XPS), and Fourier-transform Infrared Spectroscopy (FT-IR), were employed to assess the catalytic activity of the catalyst. Under optimized reaction conditions a methanol-to-oil molar ratio of 15:1, catalyst loading of 1% (wt.%), reaction time of 4 h, and temperature of 70 °C we achieved a commendable biodiesel yield of 92.30%. Gas Chromatography (GC) analysis of the biodiesel revealed four distinctive peaks corresponding to methyl esters. Results from Fourier-transform Infrared Spectroscopy (FTIR) and Nuclear Magnetic Resonance (NMR) confirmed the presence of methyl esters in the biodiesel sample. Additionally, the fuel properties of the biodiesel, including density (0.904 kg/m3), kinematic viscosity (4.56 cst), cloud point (3 °C), pour point (2.8 °C), and flash point (149 °C), complied with international ASTM D standards. In conclusion, Niger biodiesel emerges as a highly promising, eco-friendly, reusable, and cost-effective feedstock for biodiesel production, thereby holding significant potential for advancing sustainable energy solutions.

Influence of exposure to novel food packaging on consumers’ adoption of innovative products

Innovation is a crucial element for achieving success in the food industry. Previous research has shown that color-flavor incongruent packaging designs possess the capacity to violate consumers’ expectations, thus signifying the innovativeness of a brand without necessitating alterations to the properties of the food products themselves. Here we report two experiments designed to examine whether exposure to such color-flavor incongruent packaging designs could influence consumers’ intentions to adopt innovative products. The results of Experiment 1 revealed that exposure to color-flavor incongruent packaging of potato chips with popular flavors increased the likelihood of participants to purchase the same food products with novel flavors. As for the participants with a relatively higher level of cognitive flexibility, the results of Experiment 2 revealed that such exposure to the novel packaging designs of familiar foods not only heightened their interest in buying but also amplified their likelihood to purchase certain innovative non-food products. Collectively, these findings suggest that exposure to novel packaging designs for familiar food products may enhance certain consumers’ intentions to adopt certain innovative products. Our findings highlight the role of unexpected and surprising experiences with food packaging in consumer behavior, offering valuable insights into possible strategies for promoting innovative products in the market.