A systematic literature review and future research agenda to study consumer acceptance of novel foods and beverages.

In response to the rising global demand for healthier and more sustainable food resources, novel and unconventional food and beverages are being developed and incorporated into our diets. However, existing literature provides a limited understanding of consumers' acceptance of these innovations. This study undertakes a systematic literature review to examine the dynamics between consumers and novel foods and beverages. The objectives are to uncover the factors that influence consumer choices of these products, identify future research needs, and contribute to the development of effective marketing strategies for novel food and beverage adoption. This systematic review analyses 99 research papers, selected from an initial pool of 4,280, sourced from Scopus and Web of Science databases. The papers were published between 2011 and 2023 in journals listed by Australian Business Deans Council and classified as Q1 in the SJR journal ranking. The articles have been reviewed using PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis) protocol and TCCM (Theory, Context, Characteristics and Methodology) framework. The findings highlight a reliance on data-driven methods and suggest that integrating relevant theories could enhance future research outcomes. Most studies focused on the acceptance of technology-based innovations in developed countries, indicating a need to explore novel foods and beverages in developing regions. Consumer-related factors, especially psychological aspects, were the primary focus, suggesting opportunities to investigate additional variables, such as product-related and situational factors, that influence acceptance. Finally, the predominance of quantitative research indicates a potential benefit in incorporating qualitative and multi-method approaches to gain deeper insights into consumer attitudes and motivations.