The Impact of Alternative Foods on Consumers’ Continuance Intention from an Innovation Perspective

Abstract

This paper aims to model consumers’ perceptions and preferences toward alternative foods. We conducted a survey of 519 people and analyzed their responses using a structural equation model. The article discusses the role of food innovation quality (FIQ), a concept developed from innovative design, which shows how consumers perceive the quality of products in an innovative context. Further, the paper discusses the relationship between this concept and promoting consumer acceptance of alternative foods. Studies suggest that higher FIQ may lead to increased consumer satisfaction with alternative foods, which may in turn lead to higher levels of trust and continuation. Moreover, expectations play a significant role in FIQ and in the perceived value of alternative foods in the model. This illustrates that the promotion of alternative foods in an innovative manner should include establishing a practical mechanism for meeting consumer expectations. Given the continued growth in global food demand, it is both effective and beneficial to promote alternative foods through innovative design as part of a broader food industry approach. On the one hand, alternative foods produced in an innovative manner serve to energize the consumer market by expanding dietary choices. On the other hand, alternative foods, which include new forms of meat products, contribute to the alleviation of the problem of meat production capacity in agriculture. In addition, the alternative foods process eliminates the emission of large amounts of carbon dioxide by traditional agriculture, increasing the sustainability of food production.