Abstract

One of the megatrends that affects consumers’ preferences is a growing interest in health, well-being and self-care. This study explores consumer perceptions of a health-enhancing nature-based substance. Based on a survey data (N = 944) collected among national and international students in Finland, we examined factors that affect young adults’ willingness to try products containing the substance. The results showed a relatively high willingness to try the products, particularly among female and non-Finnish respondents. Relationship to nature and beliefs related to the health benefits or risks of soil microbes influenced willingness to try products. The results highlight the importance of accounting for consumer perceptions in the innovation process.

摘要

影响消费者偏好的大趋势之一是对健康、福祉和自我保健的兴趣日益浓厚。本研究探讨了消费者对增强健康的天然物质的看法。根据 在芬兰国内和国际学生中收集的调查数据 ( N = 944)，我们研究了影响年轻人尝试含有该物质的产品的意愿的因素。结果表明，尝试这些产品的意愿相对较高，尤其是女性和非芬兰受访者。与自然的关系以及与土壤微生物的健康益处或风险相关的信念影响了尝试产品的意愿。结果强调了在创新过程中考虑消费者认知的重要性。