© 2015 International Food and Agribusiness Management Association (IFAMA). Food innovations have high failure rates. One reason is due to not understanding what motivates consumers' product selections. This study analyzes consumer decision making strategies according to age ranges and their preferences for novel food products. Utilizing the means-end chain theory, our results show age is not a factor in consumption decisions with familiar products. However, the structure becomes more complex in the case of novel food items, especially among young consumers.
|Original language||American English|
|Number of pages||22|
|Journal||International Food and Agribusiness Management Review|
|State||Published - 1 Jan 2015|