Innovation from Inclusivity: The Effect of Team Diversity on Clean Meat Acceptance

In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC)

Abstract

In an era where corporate social responsibility (CSR) dominates organizational agendas, the dimension of team diversity remains largely overshadowed. Despite its transformative potential, the interplay between team diversity and consumer product acceptance has been under-represented in the literature. This study illuminates the potency of team diversity as a critical CSR dimension, revealing its impact on bolstering product acceptance. In the context of clean meat, two experimental studies demonstrate that consumers are more willing to try a product developed by a company with a more diverse team (e.g. race and gender), as such firms are likely to account for a diversity of perspectives, thus enhancing consumer trust. Additionally, perceived authenticity moderates this effect, in that consumers of more authentic brands will be more trusting, regardless of the level of team diversity. The study provides critical insights into how consumers' perception of team diversity within the firm influences product adoption, and how both team diversity and perceived authenticity drive trustworthiness. The findings offer practical implications for marketers of clean meat and other novel products to accelerate market acceptance and consequently, address broader societal challenges, whilst emphasizing the importance of fostering diversity and promoting brand authenticity.