The entanglement of consumer expectations and (eco) innovation sequences: The case of orange juice

Prospects for future innovation to reduce the carbon intensity of everyday consumer products rest significantly on the path dependent processes that have caused current products with their associated modes of provision and practices of consumption to be as they are. We use the history of orange juice to examine the dynamics of innovation sequences that have emerged to solve a series of 'problems' associated with the production and consumption of orange juice, the latest being the carbon problem. In particular, we focus on the interdependencies between consumer expectations of what constitutes 'good orange juice', changes in the product itself and in the system through which it is provisioned. We conclude with a discussion of how historical, path dependent processes lead to alternative framings of the new problem to be solved and different strategies for pursuing innovative solutions. © 2012 Copyright Taylor and Francis Group, LLC.