1. Introduction Food consumption is part of any human ordinary life, but still choosing the appropriate food to consume is an uneasy
decision to take because it depends on different factors and considerations such as practical considerations, family
disputes, emotional factors, political reflections and moral debates, in addition to people’s values, and what they
consider as ‘good or bad’ for themselves, their families and society (Ditlevsen et al., 2019).
Currently, food products marketers and researchers are more interested in finding the best practices of satisfying the
varying consumers’ needs in this sector, this increased interest can be attributed to three main factors: innovation in
product development, innovation in marketing strategy and increased concern for fitness and the healthiness of
food(Kumar and Ray, 2018). Especially that the issue of unsafe food is experiencing increased public awareness, and
consumers are demanding better food safety, higher quality, and sustainability(Chu, 2018). Therefore, the rise of new
lifestyles and new ethics underpinning consumer choices emphasized the need to expand the knowledge about
consumer in order to analyse their needs, attitudes, expectations and behaviour (Annunziata and Scarpato, 2014).
Despite the different factors that could affect consumer buying behaviour, consumers attitudes, which are functions
of behaviourally based beliefs (Lefebvre et al., 2019), has been usually considered as having the largest direct and
indirect influence on buying behaviour and intention to buy (Verneau et al., 2014).
In food sector, consumer satisfaction, which is the ultimate goal of any marketing strategy, depends on the social and
institutional context in which the product is purchased and consumed than on the product characteristics. Thus,
consumer choices are no longer completely driven by the maximization of the utility function, but also includes social,
ethical, and environmental factors. Consequently, two main behavioural trends emerged: the growth of food safety
concerns and the increasing interest for high quality safe food products(Cecchini et al., 2018). Moreover, in situations
where choices are debated, individuals are obliged to explain their choices with reference to underlying norms and
make the justification appears relevant to all involved parties (Ditlevsen et al., 2019). Hence, food consumption is not
all about satisfaction of basic needs only anymore, it starts to embodies other necessities that related to the production
processes sustainability from a social, environmental, cultural, and ethical point of views(Cecchini et al., 2018).
Nowadays, the intervention of genetic technologies in our food system make taking the right food choice a hard task,
especially that consumers view innovative food technologies and their resulting foods with doubt and evaluate these
products according to their knowledge of the technology itself and their individual past experience of consuming them.
However, some product attributes can encourage consumers to adopt buying new novel food products such as better
taste, higher convenience, health-enhancing properties and the closeness to natural processes. Furthermore, frequent
exposure to different types of novel food can also contribute to making new practices imaginable and new food more
familiar to consumers, which in turn positively affects consumers’ attitudes. On the other hand, questioning the
existence of harmful by products or any potential health risk associated with the consumption of novel food, will
prevent consumers interest in consuming such products (Ditlevsen et al., 2019).