From crave to fade: modelling perceived novelty, perceived saturation and engagement in viral street food trends among digital-native young consumers

Purpose The digital era contributes significantly to the rapid growth of the street food sector. However, it also brings about food poisoning risks as the street food vendors are busy inventing frivolous food trends. This study, therefore, aims to explore new viewpoints on Vietnamese consumers' engagement with the street food trend under the influence of social media, peers and their own sensory appeals, through the dual mediating roles of perceived novelty (freshness and excitement) and perceived saturation (overexposure). Design/methodology/approach A cross-sectional survey was conducted with 229 Vietnamese respondents aged 18–35 in urban cities. A covariance-based structural equation modelling approach was afterwards employed to examine both direct and mediated effects in the structural relationships among key variables. Findings Sensory appeal, social media and peer influence positively affected perceived novelty. Only sensory appeal negatively influenced perceived saturation, while peer influence uniquely increased both novelty and saturation. Notably, perceived novelty significantly predicted trend engagement, indicating that emotional freshness, rather than fatigue, drives participation. Research limitations/implications Food vendors and marketers should prioritise novelty reinforcement through sensory innovation, emotional appeal and socially shareable experiences to sustain participation in fast-paced culinary trends. The findings also suggest that high visibility on social media does not lead to disengagement as long as the vendors and marketers can maintain the “newness” of the content. Originality/value By integrating the Rogers's diffusion of innovations theory with social media influence theory, this research explores the two-sided psychological mechanisms underlying trend engagement in digital era and short life-cycle markets. Consequently, it supplements another perspective to the traditional S-curve of trend adoption.