Breaking the ice: understanding and overcoming consumer resistance to frozen foods

Purpose This study aimed to determine the factors driving buyer resistance to frozen foods and its customer-based outcome. Design/methodology/approach This study used a sequential mixed-methods design, starting with qualitative research in Study 1 to identify the antecedents and the outcome of buyer resistance. In Study 2, structural equation modelling tested the hypotheses derived from Study 1 and the literature review. Findings The findings indicate that concerns about nutrition and freshness contribute to health concerns, which in turn drive buyer resistance to frozen foods. This resistance increases the likelihood of negative word-of-mouth. However, credible positive information about frozen foods reduces the spread of negative word-of-mouth, and the affordability of frozen food strengthens this negative relationship. Originality/value Overall, the study enhances understanding of the determinants and outcomes of buyer resistance to frozen foods and offers key managerial implications for frozen food brands and retailers.