Marketing Novel Fruit Products: Evidence for Diverging Marketing Effects Across Different Products and Different Countries

Jonathan Van 't Riet*, Marleen C. Onwezen, Jos Bartels, Ivo A. van der Lans, Magdalena Kraszewska

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

Abstract

The purpose of this study was to compare the influence of four different marketing claims and price information on consumers' product choices for novel fruits and novel fruit products, using a choice experiment. In total, 1,652 people in Greece (n = 400), the Netherlands (n = 419), Poland (n = 423), and Spain (n = 410) participated in the study. The marketing claims entailed (1) information about scientific findings concerning health benefits, (2) social norm information, (3) information about the products' naturalness, and (4) information about the products' time-until-expiration. The results showed that all four marketing claims and price information influenced consumer choice, but the effect of naturalness depended on the specific novel fruit product being advertised, and the effect of time-until-expiration depended on both country and fruit product. These results suggest that marketing communications should be tailored to different national markets and to specific fruit products.

Original languageEnglish
Pages (from-to)332-349
Number of pages18
JournalJournal of Euromarketing
Volume22
Issue number3
DOIs
Publication statusPublished - 2016
Externally publishedYes

Keywords

  • Fruit consumption
  • novel food products
  • adoption
  • marketing
  • FOOD CHOICE
  • CONSUMERS WILLINGNESS
  • NUTRIENT-CONTENT
  • HEALTH CLAIMS
  • IMPACT
  • CONVENIENCE
  • INNOVATION
  • TECHNOLOGIES
  • PREFERENCES
  • PERCEPTIONS

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