Adoption of Fad Diets through the Lens of the Diffusion of Innovations
Bibliographic Data
| ID | 6062222 |
|---|---|
| Authors | Heejae Lee (0000-0001-5795-3142, University of Georgia), Hee Jae Lee (0000-0002-7816-6444, corresponding author), Sheri Lokken Worthy (0000-0001-7069-830X), Sheri Worthy (University of Georgia) |
| Year | 2021 |
| Volume | 50 |
| Issue | 2 |
| Pages | 135-149 |
| Publication date | 2021-12-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Family and Consumer Sciences Research Journal (JOURNAL) |
| Journal identifiers | ISSN: 1077-727X • E-ISSN: 1552-3934 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/fcsr.12419 |
| OpenAlex | W3214006459 |
| Language | EN |
| References cited | 43 |
Despite unconfirmed health benefits, consumers continue to adopt fad diets. Based on Rogers' (2003) diffusion of innovations theory, we investigate which attributes are related to adoption of three popular fad diets (ketogenic, paleolithic, and intermittent fasting) relative to the expert‐recommended Mediterranean diet. Binary logistic regression results using data from an online survey of 424 US adults revealed that a diet’s complexity was negatively associated with adoption, while a diet’s relative advantage and compatibility were not related. This study adds to the literature about pro‐innovation bias by presenting evidence that Rogers’ theory may not apply to fad diet adoption behavior
Biology · Business · Diffusion of innovations · Economics · Innovation diffusion · Logistic regression · Mediterranean diet · Ordered logit · Public economics · Statistics · Agriculture Sustainability and Environmental Impact · Diet and metabolism studies · Mathematics · Medicine · Nutritional Studies and Diet · Psychology · Food Science · Marketing
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| Citation velocity | historical |
|---|---|
| Highly cited | No |