Fusion or confusion? The distinct roles of consumer food innovativeness and perceived food authenticity in responses to fusion cuisine

Purpose This study examines how consumer food innovativeness and perceived food authenticity are associated with behavioral intentions toward fusion restaurants. Design/methodology/approach Data from 467 US consumers with recent fusion dining experience were analyzed using PLS-SEM and fsQCA. PLS-SEM tested mediation and moderation, while fsQCA identified configurations for high and low social media sharing intention and willingness to pay more. Findings Consumer food innovativeness and perceived food authenticity were positively associated with both intentions through self-congruity and emotional attachment, whereas attitude mediated only willingness to pay more. Moderation received partial support. Uncertainty avoidance strengthened the associations of food innovativeness with self-congruity and attachment, while attitudinal ambivalence strengthened the association between perceived food authenticity and attitude. fsQCA identified multiple configurations for high and low intentions. Research limitations/implications The findings extend self-congruity and uncertainty reduction perspectives by showing that consumer dispositions and offering evaluations operate through distinct psychological pathways and boundary conditions. Practical implications Managers can use these differences to guide segmentation, authenticity cues and communication strategies. Originality/value This study distinguishes consumer food innovativeness as a consumer-level disposition from perceived food authenticity as an offering-level evaluation and integrates net-effect and configurational explanations of fusion restaurant responses.