Poster Session: Measuring the Acceptance of Functional Food Innovations - Presentation of a Model For Future Research

This paper provides an overview of the expansion of the market for functional food in Europe, especially in Germany. In spite of the success of some probiotic diary products still many European consumers are highly skeptical about functional food products. As there even exists a trend among German consumers to buy food products which are free of additives and which are as natural as possible some functional food innovations already failed. Having this in mind particular attention should be paid to consumers acceptance of functional food as an fundamental determinant of the market success. Therefore we developed a causal model for measuring the hypothetical construct of consumers acceptance referring functional food innovations.