From emotion to intention: how mood, food neophobia, and purchase motives shape willingness to buy new broccoli leaf products

Purpose This research aims to explore psychological drivers behind consumer acceptance of food innovations, using broccoli leaf products as a case study. Design/methodology/approach A quantitative survey of 1,114 German consumers was conducted. Initially, a correlation analysis was carried out to analyze the relationship between mood, food neophobia, and purchase motives. Subsequently, a regression analysis was conducted to evaluate factors influencing the likelihood of buying broccoli leaf products. Findings The correlation analysis shows that the relevance of purchase motives shifts when mood is taken into account. A positive mood is associated with a focus on sustainability, certification marks and health, while a negative mood emphasizes price and convenience. Both positive and negative moods are closely linked to brand and design. The regression analysis confirms that positive mood and food neophobia are significantly related to the willingness to buy broccoli leaf products. In addition, factors such as openness to particular dietary styles, a physically active and sustainability-oriented lifestyle, an urban living environment, and a higher education also promote consumer acceptance of such innovative products. Research limitations/implications The analysis is based on correlation and regression analyses. For future investigations, the findings suggest that psychological aspects, particularly mood, should be given greater emphasis in consumer research. Originality/value The study contributes to a deeper understanding of how mood, food neophobia, and purchase motives are associated with consumers' behavioral responses to innovative foods.