Industrial Buyers’ Food Neophobia–A Barrier to Market Entry? A Case Study of Introducing Lumpfish to South Korea and Vietnam

Summary

The need to find sustainable food sources to feed the growing population makes the utilization of all available food resources especially important. But introducing new food is challenging and often fails. In the consumer behavior literature, food neophobia (FN), the unwillingness to try new food, has been identified as a crucial factor in understanding the adoption of new food products. However, limited research can be found on the role of FN in industrial buyers’ choice of new food products. Industrial buyers are important gatekeepers for the introduction of new food products as they decide what is offered to the consumers and may stop any market entry long before a new food product reaches the consumers’ attention. Thus, the understanding of the potential FN in industrial buying behavior, in different markets, is important to succeed with the introduction of new food products. In this study, we have explored FN as a potential barrier to the adoption of a new seafood product, farmed lumpfish (Cyclopterus lumpus), by industrial buyers in South Korea and Vietnam. The results revealed differences between the two countries’ industrial buyers, with South Koreans demonstrating more FN than the Vietnamese. This contradicts with the consumer research showing that FN decreases with increased income, education, and urbanization.