Acceptance of Innovative Food Among Tourists: Psychological Factors and Generational Differences in the Post-Transition Context of Serbia

The readiness of tourists to accept innovative food is investigated in this research through the prism of the Protection Motivation Theory and the Theory of Planned Behavior, com- bining two previously developed yet seldom researched psychological dimensions, namely, food neophobia as a restraining force and food involvement as a motivating force. The quantitative approach and the generation-by-generation analysis using partial least squares (PLS-SEM) and multiple group analysis were used to...