Please use this identifier to cite or link to this item: https://ruomoplus.lib.uom.gr/handle/8000/1932
Title: Consumers' Purchase Intentions towards Novel Dairy Products: Evidence from Greece and Serbia
Authors: Milijevic, Srdjan 
Sklavounos, Nikolaos 
Rotsios, Konstantinos 
Author Department Affiliations: Department of Business Administration 
Author School Affiliations: School of Business Administration 
Subjects: FRASCATI__Social sciences__Economics and Business__Business and Management
Keywords: Consumers' Purchase Intentions
Food Neophilia
Health Consciousness
Price Perception
Product Knowledge
Social Contacts
Theory of Planned Behavior
Issue Date: Dec-2020
Journal: Studies in Business and Economics 
ISSN: 1842-4120
Volume: 15
Issue: 3
Start page: 152
End page: 167
Abstract: 
The aim of this paper is to investigate consumers' purchase intentions towards novel dairy products with evidence from Greece and Serbia. Based on the Theory of Planned Behavior (TPB) model, this research empirically tests a set of hypotheses concerning the consumers' purchase intentions towards novel dairy products. In addition to the dependent variable of purchase intention, the independent variables of food neophilia, product knowledge, health consciousness, social contacts and price perception are used for the development of hypotheses. A total of 288 usable questionnaires (144 from each country) were collected and analyzed. Finally, the empirical findings are discussed and managerial implications as well as recommendations for future research are presented.
URI: https://ruomoplus.lib.uom.gr/handle/8000/1932
DOI: 10.2478/sbe-2020-0051
Rights: Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές
Corresponding Item Departments: Department of Business Administration
Appears in Collections:Articles

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