title: Consumers' acceptance of innovations in traditional cheese. A comparative study in France and Norway.
abstract: This study explores consumers' acceptance of innovations in traditional cheese in France (n=120) and Norway (n=119). The respondents were presented with 16 photographs of a traditional cheese from their respective countries, varying according to six factors: pasteurisation, organic production, omega-3, packaging, price and appropriateness. For each of the scenarios the consumers indicated their willingness to buy the cheese on a nine-point scale. Results show that consumers' willingness to buy traditional cheese is highly driven by price, appropriateness and pasteurisation in both countries. However, on average consumers in the French sample prefer buying raw milk cheese, while consumers in the Norwegian sample prefer buying pasteurised cheese. These general trends are led by a pro-raw milk segment in France and a pro-pasteurised milk segment in Norway. Several interaction effects involving appropriateness are detected, indicating the importance of the consumption context on the acceptance of innovations in traditional cheese. On a general level, the results indicate that well-accepted innovations in traditional cheese are those that reinforce the traditional and authentic character of the product.
authors.affiliation: Nofima Mat AS, Osloveien 1, N-1430 Ås, Norway. valerie.almli@nofima.no
authors.forename: Valérie Lengard
authors.initials: VL
authors.lastname: Almli
authors.forename: Tormod
authors.initials: T
authors.lastname: Naes
authors.forename: Géraldine
authors.initials: G
authors.lastname: Enderli
authors.forename: Claire
authors.initials: C
authors.lastname: Sulmont-Rossé
authors.forename: Sylvie
authors.initials: S
authors.lastname: Issanchou
authors.forename: Margrethe
authors.initials: M
authors.lastname: Hersleth
mesh_terms: D000328:Adult; D000368:Aged; D000818:Animals; D002611:Cheese; D003258:Consumer Behavior; D015525:Fatty Acids, Omega-3 / Q000378:metabolism; D005260:Female; D005511:Food Handling; D018857:Food Packaging; D005518:Food Preferences; D005527:Food, Fortified; D058870:Food, Organic; D005602:France; D006801:Humans; D008297:Male; D008875:Middle Aged; D008892:Milk; D009664:Norway; D012044:Regression Analysis
chemical_list: D015525:Fatty Acids, Omega-3