Identification and Prioritization of Factors Affecting Acceptance of FMCG Innovative Products in food industry

New and innovative Fast-Moving Consumer Goods (FMCG) products have always been produced and supplied in the country's food industry, which has sometimes faced defeat and lack of acceptance by middlemen and final consumers. Therefore, the purpose of this research is to identify the factors affecting the adoption of innovative FMCG products and their prioritization for the first time.. In order to analyze the data, there have been used confirmatory factor analysis and structural equations. The Analytical Network Process (ANP) has also been used to prioritize factors affecting the acceptance of innovative products. Finally, 35 final indicators were identified and validated in form of 9 factors. Research findings using structural equations show that among all factors, the risk factor for the adoption of an innovative product has the highest impact and individual factor has the least effect on the acceptance of innovative products. Also, with the ANP technique, the risk of adopting the innovative product is in the first priority and the innovative product delivery strategy, the innovative product introduction program, innovative product features, information, customer relationship, product test capability, environmental conditions and individual factors are placed in the next priorities.