This research aims to explore the scope of the food neophobia scale (FNS) as a means of identifying classes of adopters in the market diffusion of new food products.
A questionnaire incorporating the FNS, together with a number of demographics questions, was administered to 226 postgraduate students. Data from the questionnaire were analysed using t‐testing, one‐way analysis of variance, cluster and discriminant analysis.
There were small differences between recently arrived and long‐term residents, between men and women, and, more significantly, between Europeans and East Asians, although not between other groups. A two‐cluster structure was revealed within the data which broadly conformed to the expected pattern of adopters, but did not provide a more precise discrimination. This suggests that the FNS is dichotomous rather than continuous.
The FNS provides a potential tool for marketers of food products, but it would need to be used with other measures to identify all five classes of adopters.
This study addresses a gap in current knowledge, since food neophobia and the FNS have not been considered before in the context of market diffusion of new food products.
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