Adoption of Fitness Food and Beverage Service Innovation: A Study on Gyms

Abstract

Purpose - To examine the intention of individuals who do sports to receive fitness food service, an innovation, and the factors affecting this intention. Design/methodology/approach - A model was created based on Rogers' perceived innovation characteristics. Using the questionnaire, data were collected from 450 people who did sports in gyms. Structural equation modelling was used to test the hypotheses. Findings - It has been observed that the relative advantage, convenience and observability of getting fitness food service affect the attitude towards the behaviour positively and significantly. In addition, it was seen that the attitude towards the behaviour positively and significantly affected the intention. Discussion - It has been observed that individuals who do sports have a positive approach towards getting fit food services, and suggestions have been made for businesses and the sector regarding the features that are effective. It is thought that individuals who do sports will prefer more with the increase in the number and awareness of businesses providing this service.