<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The aim of this paper is to investigate consumers’ purchase intentions towards novel dairy products with evidence from Greece and Serbia. Based on the Theory of Planned Behavior (TPB) model, this research empirically tests a set of hypotheses concerning the consumers’ purchase intentions towards novel dairy products. In addition to the dependent variable of purchase intention, the independent variables of food neophilia, product knowledge, health consciousness, social contacts and price perception are used for the development of hypotheses. A total of 288 usable questionnaires (144 from each country) were collected and analyzed. Finally, the empirical findings are discussed and managerial implications as well as recommendations for future research are presented.</p>
</abstract>

The aim of this paper is to investigate consumers’ purchase intentions towards novel dairy products with evidence from Greece and Serbia. Based on the Theory of Planned Behavior (TPB) model, this research empirically tests a set of hypotheses concerning the consumers’ purchase intentions towards novel dairy products. In addition to the dependent variable of purchase intention, the independent variables of food neophilia, product knowledge, health consciousness, social contacts and price perception are used for the development of hypotheses. A total of 288 usable questionnaires (144 from each country) were collected and analyzed. Finally, the empirical findings are discussed and managerial implications as well as recommendations for future research are presented.

Consumers’ Purchase Intentions Towards Novel Dairy Products: Evidence from Greece and Serbia

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The aim of this paper is to investigate consumers’ purchase intentions towards novel dairy products with evidence from Greece and Serbia. Based on the Theory...

Consumers’ Purchase Intentions Towards Novel Dairy Products: Evidence from Greece and Serbia

Published Online: Jan 26, 2021

Page range: 152 - 167

DOI: https://doi.org/10.2478/sbe-2020-0051

Keywords
Consumers’ Purchase Intentions, Theory of Planned Behavior, Food Neophilia, Product Knowledge, Health Consciousness, Social Contacts, Price Perception

© 2020 Milijevic Srdjan et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Consumers’ Purchase Intentions Towards Novel Dairy Products: Evidence from Greece and Serbia

Published Online: Jan 26, 2021

Page range: 152 - 167

DOI: https://doi.org/10.2478/sbe-2020-0051

KeywordsConsumers’ Purchase Intentions, Theory of Planned Behavior, Food Neophilia, Product Knowledge, Health Consciousness, Social Contacts, Price Perception

© 2020 Milijevic Srdjan et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Consumers’ Purchase Intentions, Theory of Planned Behavior, Food Neophilia, Product Knowledge, Health Consciousness, Social Contacts, Price Perception