Adoption of Fad Diets through the Lens of the Diffusion of Innovations. (27th October 2021)

• Record Type: Journal Article
• Authors: Lee, Heejae; Worthy, Sheri
• Is Part Of: Family and consumer sciences research journal. Volume 50:Number 2(2021)
• Page Start: 135
• Page End: 149
• Publication Date: 2021-10-27
• Subjects: fad diet -- diffusion of innovations -- ketogenic diet -- paleolithic diet -- Mediterranean diet -- intermittent fasting; Home economics -- Periodicals; Home economics -- Research -- Periodicals; Families -- Periodicals; 640
• DOI: 10.1111/fcsr.12419
• Languages: English
• ISSNs: 1077-727X

Abstract

Abstract : Despite unconfirmed health benefits, consumers continue to adopt fad diets. Based on Rogers' (2003) diffusion of innovations theory, we investigate which attributes are related to adoption of three popular fad diets (ketogenic, paleolithic, and intermittent fasting) relative to the expert‐recommended Mediterranean diet. Binary logistic regression results using data from an online survey of 424 US adults revealed that a diet's complexity was negatively associated with adoption, while a diet's relative advantage and compatibility were not related. This study adds to the literature about pro‐innovation bias by presenting evidence that Rogers' theory may not apply to fad diet adoption behavior.