Are Food Neophobic Consumers Reluctant to Innovative Traditional Pork Products? An Analysis in Six European countries using A Non-Hypothetical Choice Experiment

The EU is supporting measures to stimulate enhanced value-added products in order to promote actions that may conserve local, rustic and threatened livestock breeds. New Traditional Pork Products (TPP) and Innovative Traditional Pork Products (ITPP) from six untapped pig breeds in Croatia (Turopolje), France (Gascon), Italy (Cinta Senese), Slovenia (Krškopolje) and Spain (Porc Negre Mallorquí) were analysed. Consumers’ “real” purchase intention and acceptance were investigated with a specific attention on how consumers’ Food Neophobic attitude (FNS) may impact their preferences. An integrated experimental approach was applied using two Non-Hypothetical Discrete Choice Experiment (DCE) carried out before and after a sensory test. A “mother” Logit models with Random Parameters specification were estimated and the willingness to pay were derived. Preliminary results showed that food neophobic consumers are reluctant to purchase the TPP and the ITPP and exhibited lower expected and actual liking scores. When consumers are not familiar with the innovations type (meat with added dietary fiber and with natural antioxidant), the eating experience confirms expectations. However, when innovations are known, the eating experience affected preferences. In this case, marketing strategies that give consumers the occasion to taste the new products may help introducing them to new market.