The wait for authenticity: The role of consumer innovativeness in shaping food truck perceptions

Food trucks are crucial to food tourism for their authentic and innovative offerings. Based on the Diffusion of Innovation Theory, this study examines the predictors and mediators influencing consumer behavior in food truck consumption, with a particular focus on how waiting time acts as a moderator. Data were collected via an online sampling company. Symmetric analysis revealed that food quality and food authenticity mediate the relationships between consumer innovativeness (novelty seeking, vigilance, hedonic seeking) and behavioral intention. Waiting time was found to amplify the relationship between food authenticity and behavioral intention. Asymmetric results identified distinct configurations that predict high and low customer intentions to revisit food trucks. These findings offer significant theoretical contributions and practical implications, guiding strategies to optimize food quality, manage waiting times effectively, and encourage customer revisits. Ultimately, this research advances management practices within the food truck industry and enriches food tourism experiences. • Food trucks play a crucial role in food tourism. • The Diffusion of Innovation Theory is used to explore the behavioral intentions of food truck visitors. • Perceived food quality and authenticity mediate the relationship between consumer innovativeness and behavioral intentions. • Waiting time serves as a moderator.