The Role of Consumer Acceptance in the Food Innovation Process: Young Consumer Perception of Functional Food in Italy
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In this article we analysed the role of acceptance of a new food within innovation processes in
the Italian food sector. Our analysis focused on preferences and the opinions expressed by three
distinct groups of young consumers in relation to functional foods (FFs). Such products represent
an innovation both in terms of technology and commerce for Italian food companies,
and the segment of young consumers would appear especially interested in them. Our results
showed that a different cultural education, hence the degree of knowledge cumulated by young
consumers, is a key element in the preference for, and perception of FFs. This implies the need
to identify highly differentiated marketing strategies for firms seeking to reach this segment of
FF demand in Italy.