The exponential growth of the corporate reputation in food industry has resulted in innovations in every link of its supply chain. There have been studies that have characterized innovation in various industries from the perspective of technology, but far fewer in the area of corporate reputation, consumer perception, and intention towards innovations in food products. This research analyses the innovations in the food industry from the perspective of the consumer and provides a conceptual framework of food innovation stages. The study also investigates the relationship between corporate reputation and intention towards food innovation along with the other components of TPB model with an extension of social media engagement. The results from India and US samples confirm that social media engagement has a significant role to play in creating intention to purchase innovative food products. The study compares the US and Indian samples and identifies differences in subjective norms and perceived behavioural control.

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企业声誉重要吗？社交媒体在消费者购买创新食品的意愿中的作用

食品行业企业声誉的指数级增长导致其供应链的每个环节都进行了创新。已经有研究从技术的角度对各个行业的创新进行了表征，但在企业声誉、消费者认知和对食品创新的意愿方面的研究则要少得多。本研究从消费者的角度分析食品行业的创新，并提供食品创新阶段的概念框架。该研究还调查了企业声誉与食品创新意愿以及 TPB 模型的其他组成部分以及社交媒体参与度之间的关系。印度和美国样本的结果证实，社交媒体参与在创造购买创新食品的意愿方面发挥着重要作用。该研究比较了美国和印度的样本，并确定了主观规范和感知行为控制的差异。