A CONCEPTUAL FRAMEWORK INTEGRATING INNOVATION ADOPTION AND RESISTANCE FOR INTELLIGENT PACKAGING

Consumer perceptions about the use of intelligent packaging (IP) technology in the food sector are explored. The technology adds epistemic value to the consumer through the provision of additional information about the product. The empirical study adopts a case study approach with a survey and, more significantly, 20 in-depth qualitative interviews. Duplication across theoretical constructs in adoption and resistance theories exists, therefore the findings led to the development of an integrated conceptual framework combining these perspectives. This contextual case study provided a much-needed product driven context for IP, four specific technologies (QR Codes, AR, sensors and smart indicators) were investigated. In summary, the conceptual framework highlights the complementarities that exist between two theoretical perspectives, as well as presenting six new overarching integrated constructs. This holistic explanation of adoption and resistance factors to IP can be utilised to support effective implementation and application across the food supply chain.