The Differences between Innovation Resistance and Innovation Adoption Innovation Focus: Plant-based Meat Alternatives (PBMAs)

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Purpose – The interchangeable usage of resistance and non-adoption has led to confusion regarding innovation resistance in the literature. Therefore, this aims to empirically tested the concept of innovation resistance is not a mutually exclusive with innovation adoption in the context of plant-based meat alternatives (PBMAs) by examining the relationships between factors that lead to innovation resistance and factors that lead to innovation resistance. Design/methodology/approach – A survey among 266 respondents is used with PBMAs as the focus of the innovation to test the developed hypotheses. The data were analyzed using a multiple regression analysis technique with SPPS software. Findings – The results show that innovation resistance and innovation adoption are partially opposite at least to some degree. Some factors that lead to innovation adoption are also significantly explaining innovation resistance and vice versa. Moreover, this study also highlights customer innovativeness and meat consumption as control variables that are a significant predictor in the models. Research limitations/implications – This study focuses on specific innovation of PBMAs, which is essential to highlight that the factors leading to innovation resistance and innovation adoption in PBMAs might differ for different innovations. Further research might examine the two concepts in other innovation contexts. Practical implications – The results suggest that managers should acknowledge that the drivers of innovation resistance and innovation adoption are separate and different to some extent. Therefore, addressing those aspects in designing the strategy for new product development will help stimulate adoption and diminish resistance. Originality/value – This study is the first to empirically tested the concept of innovation adoption and innovation resistance to see if they are not the opposite of each other and provide further understanding regarding the contributing drivers to each concept.
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