There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a risk barrier.A risk barrier occurs when

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A risk barrier occurs when there are physical, economic, or social risks associated with purchasing a new product. Consumers may be concerned about the potential negative outcomes of trying something new, such as not being satisfied with the product or feeling like they wasted their money. This can make them hesitant to make a purchase. Other factors listed may also contribute to a consumer's reluctance to purchase a new product, but B specifically refers to the concept of a risk barrier.

There Are Several Reasons Why a Consumer Would Be Reluctant