Modifying the Bass diffusion model to study adoption of radical new foods-The case of edible insects in the Netherlands

PloS One
Andrijana HorvatPieternel A Luning

Abstract

Developing new food products is a complex process. Even if a company performs new product development activities successfully, it is still uncertain if consumers will adopt the product. The Bass diffusion model has often been used to study product adoption. However, existing modifications of the Bass diffusion model do not capture the complexity of consumer food choice and they have limitations in situations where there is no sales data. To avoid these challenges, the system dynamics approach can be employed. This paper aimed at extending the existing system dynamics Bass diffusion model to investigate the dynamic adoption process of insect-based food from a consumer research perspective. We performed a structured review of the literature on edible insects to build the model. The model was used to study adoption of the product amongst consumers in the Netherlands. Simulations revealed that diffusion of a radical innovation, such as an insect-based burger, can proceed for many years before there are observable adopters in the total population, under the currently reported practices in the Netherlands. Expanding awareness of this innovation requires many decades, which can be quickened by developing strategies aimed at increasing...Continue Reading

References

Dec 1, 2012·Appetite·Filiep VanhonackerWim Verbeke
May 17, 2014·American Journal of Public Health·Saeideh Fallah-FiniThomas A Glass
Feb 26, 2016·The Proceedings of the Nutrition Society·Arnold van Huis
Mar 8, 2017·Appetite·Marie Damsbo-SvendsenAnnemarie Olsen
Mar 16, 2017·Food Research International·Hui Shan Grace TanMarkus Stieger
Nov 13, 2018·Annual Review of Animal Biosciences·Sung Woo KimXin Gen Lei

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