Exploring Innovation Adoption Behavior for Sustainable Development: The Case of Hungarian Food Sector

Tóth, József, Migliore, Giuseppina, Balogh, Jeremiás Máté ORCID: and Rizzo, Giuseppina (2020) Exploring Innovation Adoption Behavior for Sustainable Development: The Case of Hungarian Food Sector. Agronomy, 10 (4). DOI

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Innovation plays a key role in the success and sustainable development of businesses. The innovation process derives from the combination of personal skills and company resources that influence food company managers in their choices on innovation (the decision-making process). This study is an attempt to try to understand which psychological constructs affect innovation decision-making in the Hungarian food sector, using the empirical data from a 2017 survey conducted in Hungary among the largest food processing companies. Planned behavior theory (TPB) was applied to the study of factors affecting innovation decision-making. Structural Equation Modeling (SEM) was used for data analysis. The results show that the positive attitude of Hungarian food business leaders towards innovation, evaluation of innovation and the strategic intention of placing innovative products and processes on the market have a positive relationship with innovation performance; however, the lack of adequate research skills, plus specific knowledge and skills is hindering the development of the hoped for process.

Item Type:Article
Uncontrolled Keywords:food innovation, behavioral decision-making, sustainable productions, theory of planned behavior, structural equation modeling
Subjects:Food economy
ID Code:7643
Deposited By: MTMT SWORD
Deposited On:27 Sep 2022 10:35
Last Modified:27 Sep 2022 11:04

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