From emotion to intention

How mood, food neophobia, and purchase motives shape willingness to buy new broccoli leaf products

Dados Bibliográficos

ID21296401
AutoresAnn-Kristin Welk (0009-0005-6314-7821, Hochschule Osnabrück), Clara Mehlhose (0000-0003-2857-5212, University of Göttingen), Diemo Daum (0000-0003-4828-8309, Hochschule Osnabrück), Ulrich Enneking (0009-0002-0747-6602, Hochschule Osnabrück)
Ano2025
Volume127
Fascículo13
Páginas781-802
Data de publicação2025-12-15
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoBritish Food Journal (JOURNAL)
Identificadores do periódicoISSN: 0007-070X • E-ISSN: 1758-4108
EditoraEmerald (PUBLISHER)
DOI10.1108/bfj-03-2025-0324
OpenAlexW4415620852
IdiomaEN
Citações recebidas1
Referências citadas105

Purpose This research aims to explore psychological drivers behind consumer acceptance of food innovations, using broccoli leaf products as a case study. Design/methodology/approach A quantitative survey of 1,114 German consumers was conducted. Initially, a correlation analysis was carried out to analyze the relationship between mood, food neophobia, and purchase motives. Subsequently, a regression analysis was conducted to evaluate factors influencing the likelihood of buying broccoli leaf products. Findings The correlation analysis shows that the relevance of purchase motives shifts when mood is taken into account. A positive mood is associated with a focus on sustainability, certification marks and health, while a negative mood emphasizes price and convenience. Both positive and negative moods are closely linked to brand and design. The regression analysis confirms that positive mood and food neophobia are significantly related to the willingness to buy broccoli leaf products. In addition, factors such as openness to particular dietary styles, a physically active and sustainability-oriented lifestyle, an urban living environment, and a higher education also promote consumer acceptance of such innovative products. Research limitations/implications The analysis is based on correlation and regression analyses. For future investigations, the findings suggest that psychological aspects, particularly mood, should be given greater emphasis in consumer research. Originality/value The study contributes to a deeper understanding of how mood, food neophobia, and purchase motives are associated with consumers' behavioral responses to innovative foods

Affect (linguistics) · German · Mood · Neophobia · Openness to experience · Regression analysis · Relevance (law) · Food Waste Reduction and Sustainability · Organic Food and Agriculture · Sensory Analysis and Statistical Methods