Exploring the distinction between innovation adoption and resistance in the context of meat substitutes
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2022-08-23
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en
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Abstract
The aim of this study was to investigate the distinction between innovation adoption and
resistance in the context of meat substitutes. The topic of innovation adoption is widely studied
since new innovations are costly to develop and launch to the market. However, in the topic of
innovation adoption, innovation resistance is often overlooked. Research and practitioners both
often view the resistance and non-adoption as simply opposites. This study builds upon previous
innovation resistance literature to investigate the relationship between adoption and resistance
and their antecedents. A survey was conducted to collect data on adoption and resistance
antecedents to then test hypotheses relating to both using multiple linear regression. Findings
show that perceived healthiness, green perceived value and animal welfare are good predictors of
adoption of meat substitutes, while resistance is related to the perceived unnaturalness of the
product. Contrary to the central idea of this research, adoption and resistance appear to be
opposites of each other, as they share antecedents.
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Faculteit der Managementwetenschappen