The dynamics of industrial influences and consumer behavioural intentions in early phase innovations

Sammanfattning: This paper aims to synthesise and build further on recent research of consumer behaviour, in order to explain how the industry affects consumer behavioural intentions towards early phase innovations. The rationale for this relies on the non-accessibility of early phase innovations and the implication that they cannot yet be experienced by consumers, which further means they cannot be objectively evaluated. In this study, the case of cellular agriculture in China was used as a general example of early phase innovations. Moreover, by investigating and comparing the two sub-industries of meat and dairy through the theoretical perspective of the theory of planned behaviour (TPB), this research highlights key differences in industrial impact and followingly, consumer intentions towards those products. The study was conducted through a qualitative approach where eight interviews were held with different representants from the industry. These interviews were also complemented by previous research on consumer attitudes toward the study object as well as a market scanning process of the development of cellular agriculture, in order to contextualise the case and enable a better analysis of the primary data. The results show that the industry affects consumer behavioural intentions toward early phase innovations in an intertwined way, which is summarised in two main findings. Firstly, it shows that consumers’ base their perceptions of familiarity on the information that is provided through the industry’s actions. Secondly, these actions performed by the industry is influenced by the industry’s perceptions and interpretations of the market need for the early phase innovation. Based on this, this study specifically highlights the importance of the consumers’ perceived behavioural control, which is one of the original components of the TPB framework, as well as an extension of the theory to also include the industry’s collective perceptions and interpretations of market need, to enable a better understanding for consumer behavioural intentions toward early phase innovations.