1Research Scholar, Department of Marketing and Strategy, IBS-Hyderabad, Telangana, India
2Assistant Professor, Department of Marketing and Strategy, IBS-Hyderabad, Telangana, India
(*Corresponding author) email id: *rachita.kashyap@ibsindia.org; 2abhilashp@ibsindia.org
Food neophobia can be defined as the reluctance of the consumers to try novel foods, including food products, dishes and cuisines. In the present study, it was suggested that the food neophobia is positively related with food addiction and negatively with the food involvement. More the consumers pertain the characteristics of food neophobia, more they will be dependent on the familiar kind of food, that is, they will consume only the food products they are familiar with and will be reluctant in consuming or trying new food products. If the consumers are more involved with their food, they will show the lower levels of food neophobia as their involvement will reduce their perceived risk or phobia about that particular kind of food product. The results obtained showed that the food neophobia is negatively related to the food involvement but do not share any relationship with the food addiction.
Food neophobia, Food involvement, Food addiction, Food neophilia, Novel food items, Addiction, Consumption
