Consumer innovativeness and uncertainty avoidance in the acceptance of sustainable food innovations

Nowadays, the food sector is facing significant pressure due to the increased intensity of competition and market globalization. Accordingly, many food businesses are competing to retain their market share. At the same time. they are also being compelled to embrace more sustainable, innovative approaches that satisfy changing consumer preferences for cultural significance, health, and environmental concerns. Nevertheless, innovative and technological advancements, particularly within the traditional food industry, often encounter scepticism and negative responses from consumers. Not all consumers are equally open to new and/or innovative products, as individuals adopt innovations at different rates. Furthermore, the cultural context in which a food innovation is introduced plays a crucial role in its acceptance and success. This scepticism could influence the levels of satisfaction and continued acceptance of such innovations, respectively. Therefore, this study aims to investigate consumer innovativeness and uncertainty avoidance and their impact on consumption satisfaction and continued acceptance of innovative traditional food products. Employing a nonprobability sampling technique, a total of 396 survey data were collected from target respondents and analysed using SPSS and Smart PLS statistical software. This study emphasizes individual value and purposive sampling of actual consumers. All proposed relationships were confirmed. Consumption satisfaction serves as a mediator between consumer innovativeness and uncertainty avoidance on continuance acceptance. Main contributions involve pinpointing essential psychological factors influencing satisfaction and continuance acceptance, providing actionable insights for marketers and policymakers. These results reinforce the sustainable growth and long-term acceptance of innovative traditional food products in Malaysia.