Innovating traditional products: "Authenticity and purchase intention"

Bora Qesja, Roberta Carolyn Crouch, Pascale G. Quester

Research output: Contribution to conferenceConference abstract


Satisfying consumer expectations in a society where buyers expect continuous product improvements is imperative to survival in today’s competitive environment. However, 50- 80% of innovated products are rejected by consumers. There is currently no empirical explanation specific to how consumers react when a traditional product is modified, whether perceptions of traditionality impact the authenticity perceptions of the innovated product and whether authenticity perceptions influence perceived gain from the innovation and purchase intention. Addressing these gaps, a conceptual framework was developed and tested quantitatively employing three different stimuli, in France, Singapore and Australia. The study provides evidence for hypothesised relationships between product traditionality, congruence of innovation, authenticity, perceived gain from the innovation and purchase intention among others and was analysed via the use of SEM (AMOS). Results indicated that traditionality perceptions influence perceptions of authenticity which in turn significantly and positively influences perceived gain from the innovation and purchase intention.
Original languageEnglish
Publication statusPublished - 4 Dec 2017
Externally publishedYes
EventANZMAC 2017: Marketing for impact - Royal Melbourne Institute of Technology, Melbourne, Australia
Duration: 4 Dec 20176 Dec 2017


ConferenceANZMAC 2017
Internet address


Dive into the research topics of 'Innovating traditional products: "Authenticity and purchase intention"'. Together they form a unique fingerprint.

Cite this