Overcoming the food neophobia towards science-based cooked food: The supplier perspective

Abstract

This paper aims to explore the food-neophobia constructs regarding the way of overcoming all individuals' food neophobia in general for molecular gastronomy cuisine applications and to examine how science-based cooked foods should be marketed based on these neophobia constructs. A qualitative study approach was used by conducting 22 semi-structured, face-to-face interviews with executive chefs in Turkey. The findings involved four key interconnected constructs: conducting public disclosure activities, developing appetizing foods, establishing culinary knowledge, and using an authority argument that highlights the way of overcoming the food neophobia towards science-based cooked foods in the marketing context. The study is among the first attempts to highlight the way of overcoming food neophobia of people against science-based cooked food in the marketing context. Several theoretical and practical implications are discussed.