Perilaku Konsumen dan Dinamika Pasar Pangan Inovatif: Perspektif Ekonomi, Manajemen, dan Kebijakan
Synopsis
Perkembangan pangan inovatif saat ini tidak hanya berkaitan dengan penciptaan produk baru, teknologi pengolahan, atau peningkatan kandungan gizi. Lebih dari itu, keberhasilan pangan inovatif sangat ditentukan oleh bagaimana konsumen menerima, menilai, mempercayai, membeli, dan mengonsumsi produk tersebut secara berkelanjutan. Konsumen tidak hanya mempertimbangkan rasa dan harga, tetapi juga memperhatikan keamanan pangan, manfaat kesehatan, kealamian produk, sertifikasi, label, kemasan, kredibilitas informasi, nilai budaya, serta kesesuaian produk dengan gaya hidup mereka. Oleh karena itu, kajian mengenai perilaku konsumen menjadi sangat penting dalam menjelaskan mengapa suatu inovasi pangan dapat diterima, ditolak, atau hanya menjadi tren sesaat di pasar.
Buku ini disusun untuk memberikan pemahaman yang komprehensif mengenai pangan inovatif dari perspektif ekonomi, manajemen, dan kebijakan. Pembahasan diawali dengan uraian mengenai transformasi sistem pangan dan konsep pangan inovatif, kemudian dilanjutkan dengan perspektif teoretis perilaku konsumen, proses penerimaan dan penolakan produk baru, persepsi kebaruan, familiaritas, resistensi konsumen, serta evaluasi sensorik dalam membentuk pengalaman konsumsi dan pembelian ulang. Selanjutnya, buku ini juga membahas risiko, kepercayaan, kredibilitas, faktor individu, sosial dan budaya, segmentasi konsumen, dinamika pasar, komunikasi pemasaran, edukasi konsumen, komersialisasi, distribusi, perjalanan konsumen, hingga sintesis temuan dan agenda masa depan pengembangan pangan inovatif.
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References
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