Paper Title
Perception of Animal Agriculture by-Product in Technology Based Dietary Supplements Innovation for Ageing Population: A Qualitative Approach

Purpose– Thepurpose of this paper is to gather stakeholdersin different innovation adopter categories along value chain for their experiences, expectations and perceptionsof innovative health promoting supplements made from animal agriculture by-product to support further studies for utilization and commercialization of the by-product. Design/Methodology/Approach– This research conducted a qualitative research, with total 12 in-depth interviews to understand beliefs, attitudesand behaviors categorized as different innovation adopters, performed content analysis and summarized the insightsaccording to extended technology acceptance model (TAM2) incorporated with technology based food innovation acceptance framework. Findings– Perceivedusefulness;output quality and result demonstrability are the fundamental factors as all interviewees emphasized that the products shall perform their claimed functions. Subjective norm and social system also affect perceived usefulness and perceived ease of use. Beyond naturalness and safety, perceptions of risk and uncertainty were significant concerns for 8 interviewees influencing adopting intentions of innovative health promoting products made from animal based by-product, and due to fear of unknown negative impact, 2among8 interviewees strongly rejectedlivestock by-product especially from its unfamiliar parts. Originality/Value- This research provides useful insights for key players in animal agriculture and further processing industries to shape their technologicalinnovation and research roadmap in utilization and commercialization of animal based by-products for growing health promoting products. Keywords - Health Promoting Product, Consumer Insights, Food Innovation Adopter, Paper Type Research Paper