Consumer acceptance of personalised nutrition: The role of ambivalent feelings and eating context

Since consumer acceptance is crucial for the success of personalised nutrition services aimed at preventing diseases, Reinders et al. (2020) tried to relate an individual’s ambivalent feelings and contextual factors to their willingness to use personalized dietary services. The researchers obtained data from 797 participants in the Netherlands through an online survey, and tested and compared different models. The risk-benefit calculus model showed a positive correlation between weighing benefits and privacy risks with intention to use personalized nutrition advice, while ambivalent feelings were linked with weaker intentions. This suggests greater uptake of personalized services when perceived benefits outweigh risks. Additionally, more ambivalent feelings were experienced when eating context was perceived as a barrier to use the services of personalized nutrition. These findings imply that personalized nutrition services may need to address affective concerns and consider an individual’s eating context. [NPID: behavior, consumer acceptance, personalized nutrition, disease prevention, individualized nutrition]

Year: 2020

Reference: Reinders, M. J., Bouwman, E. P., van den Puttelaar, J., & Verain, M. (2020). Consumer acceptance of personalised nutrition: The role of ambivalent feelings and eating context. PloS one, 15(4), e0231342. https://doi.org/10.1371/journal.pone.0231342