Associate Prof. Dr. Marija Banovic (Department of Management, Aarhus University) in conversation with Sinan Barış Yaşar (HGGS)
- What determines whether consumers accept and adopt emerging agrifood technologies?
- How do familiarity, taste, price, culture, health, sustainability, and perceived risks shape our food choices?
- How can technological innovation, consumer preferences, and sustainability be brought together to transform food systems?
In this episode, Associate Prof. Dr. Marija Banovic from the Department of Management at Aarhus University discusses the complex relationship between technological innovation and consumer acceptance. Drawing on her research in consumer behavior, food innovation, and sustainability, she explains why consumer acceptance should not be treated as the final step of food innovation, but should instead be considered from the very beginning of the product development process.
The conversation explores the complexity of food choices and the many factors that shape consumer decisions, from familiarity, taste, and price to cultural background, personal values, health, sustainability, and perceptions of safety. The discussion also examines the distinction between consumer acceptance and adoption, and why a technically successful product may nevertheless struggle to become part of everyday life.
Dr. Banovic further discusses emerging technologies such as precision fermentation and alternative proteins, highlighting the importance of familiarity and meaningful benefits when introducing unfamiliar foods. The conversation considers differences across cultures and markets, as well as how the characteristics of particular products can influence consumer responses.
The episode also turns to the circular blue-green bioeconomy and the importance of interdisciplinary approaches to transforming food systems. While circularity can create opportunities to reduce waste and make better use of biological resources, the discussion emphasizes that circularity does not automatically mean sustainability.
Finally, we discuss policy, consumer information, labeling, and research methodologies. Rather than simply seeking to make consumers more accepting, Dr. Banovic argues for creating conditions in which consumers can make informed choices among safe, credible, and genuinely sustainable alternatives.
Join us as we explore what it takes to move emerging agrifood technologies from laboratories and innovation processes into everyday food practices and why understanding consumers is essential for creating meaningful and sustainable change!
Academic Website of Associate Prof. Dr. Marija Banovic: https://www.au.dk/en/
[email protected]/
Website of the Centre for Sustainable Agrifood Systems (START): https://start.uni.dk/
Timeline
(00:00) Intro
(00:24) Academic Background and Research Interests
(03:59) Why Consumer Acceptance Matters?
(06:42) From Technological Innovation to Market Uptake
(08:46) Understanding Consumer Behavior
(10:48) Emerging Agrifood Technologies
(13:47) Consumer Concerns and the Role of Familiarity
(17:07) Consumer Acceptance Across Cultures and Markets
(20:37) The Circular Blue-Green Bioeconomy
(24:35) Environmental Trade-offs and System-Level Thinking
(27:12) Policy and Consumer Acceptance
(30:41) Consumer Information and Product Labeling
(34:22) Research Methods for Understanding Consumer Behavior
(38:31) From Laboratory Experiments to Real-World Consumer Decisions
(41:11) Interdisciplinary Education and the START Summer School
(46:30) Future Projects and Research
(48:43) Outro
Keywords
Consumer Acceptance, Consumer Preferences, Agrifood Technologies, Food Innovation, Consumer Behavior, Food Marketing, Sustainability, Sustainable Food Systems, Precision Fermentation, Alternative Proteins, Novel Foods, Biotechnology, Circular Bioeconomy, Blue-Green Bioeconomy, Consumer Psychology, Food Choice, Food Sustainability, Interdisciplinary Research, Food Policy, Consumer Information, Product Labeling