Breaking the ice: understanding and overcoming consumer resistance to frozen foods

Purpose: This study aimed to determine the factors driving buyer resistance to frozen foods and its customer-based outcome. 

Design/methodology/approach: This study used a sequential mixed-methods design, starting with qualitative research in Study 1 to identify the antecedents and the outcome of buyer resistance. In Study 2, structural equation modelling tested the hypotheses derived from Study 1 and the literature review. 

Findings: The findings indicate that concerns about nutrition and freshness contribute to health concerns, which in turn drive buyer resistance to frozen foods. This resistance increases the likelihood of negative word-of-mouth. However, credible positive information about frozen foods reduces the spread of negative word-of-mouth, and the affordability of frozen food strengthens this negative relationship. 

Originality/value: Overall, the study enhances understanding of the determinants and outcomes of buyer resistance to frozen foods and offers key managerial implications for frozen food brands and retailers.