Why Consumers Choose or Reject Food Innovation? Trust, Emotion, and Behavior Change

Consumer acceptance remains the decisive factor for food innovation success. This session examines the psychological drivers behind trial, adoption, and rejection, including trust, familiarity, emotional resonance, and perceived risk. Drawing from behavioral science, recent consumer research, and real market examples, speakers will unpack how health claims, ingredient transparency, brand storytelling, and social influence shape purchasing decisions. The discussion will also address why some innovations struggle despite technical merit, and how brands can better align product design and communication with evolving consumer values in a crowded and often skeptical marketplace.