Journal of Business & Economic Policy

Food Neophobia and Its Determinants Among Young Adults (18–29 Years Old) in Greece: A Quantitative Investigation of the Impact of Socio-Demographic Characteristics and Nutritional Education
Panagiota Thanasoula

Abstract
Food Neophobia, the reluctance to try unfamiliar foods, represents a significant barrier to dietary diversification and consumer acceptance of food innovation, particularly among young adults navigating autonomous food choices. This study investigates the structure and determinants of food neophobia among a sample of 320 Greek individuals aged 18 to 29, using validated psychometric instruments and multivariate statistical analysis. The research aims to identify latent dimensions of food neophobia, classify individuals into behavioral profiles, and assess the predictive role of personality traits, demographic characteristics, and attitudes toward food technologies. Data were collected through a structured questionnaire incorporating the Food Neophobia Scale (FNS), Food Technology Neophobia Scale (FTNS), selected dimensions of the Five-Factor Model (FFM), and demographic indicators. Exploratory factor analysis revealed a three-factor structure explaining 61.9% of the variance, corresponding to general food neophobia, technological distrust, and openness to novelty. Cluster analysis identified three consumer profiles varying in openness and neophobic intensity. ANOVA indicated significant differences across clusters in gender, age, and socioeconomic status. Multiple regression analysis showed that food technology concerns and personality traits -particularly low openness and high neuroticism- significantly predicted food neophobia. These findings contribute to a nuanced understanding of food rejection behavior among Greek youth and highlight the psychological and contextual complexity underlying neophobic responses. The study offers practical implications for public health interventions, food policy, and industry communication strategies aimed at promoting dietary innovation and reducing resistance to novel food products.

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