Understanding the role of food Neophobia in the willingness to consume functional rice

Abstract

Understanding consumer preferences for new foods, such as functional rice, is crucial for developing varieties that meet consumer needs and promote health. Our research, incorporating a hybrid discrete choice model and psychometric data, reveals that food neophobia significantly contributes to hesitancy in consuming functional rice. Additionally, we found that being female, childless, and having lower levels of education and income are associated with higher levels of food neophobia. Based on a sample of 1666 Chinese respondents, these findings underscore the potential impact of functional rice on consumer health. The health benefits of functional rice strongly appeal to consumers, especially those with a good understanding of the concept, who engage in regular exercise, or who have health issues. In particular, respondents preferred micronutrient-enhanced rice to low GI and gluten varieties when comparing various health benefits. Notwithstanding, individuals who suffer from kidney disease show a strong preference for the low-gluten variety. A segment analysis confirms these results, indicating a preference for functional rice, particularly the micronutrient-enhanced variety, among diverse consumer segments. Finally, in general, educated, younger, and wealthier individuals are more likely to choose functional rice.