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.

中文翻译：

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消费者对新型乳制品的购买意愿：来自希腊和塞尔维亚的证据

摘要

本文的目的是利用希腊和塞尔维亚的证据来调查消费者对新型乳制品的购买意愿。基于计划行为理论（TPB）模型，本研究从经验上检验了一组有关消费者购买新颖乳制品的购买意愿的假设。除了购买意向的因变量外，食物亲友关系，产品知识，健康意识，社会交往和价格感知的自变量也用于假设的发展。总共收集并分析了288份可用问卷（每个国家144份）。最后，对实证研究结果进行了讨论，并提出了对管理的启示以及对未来研究的建议。