Emerging trends in food consumer behaviour

Coman, Claudiu; Coman, Ecaterina; Cilan, Teodor Florin Article Emerging trends in food consumer behaviour Amfiteatru Economic Provided in Cooperation with: The Bucharest University of Economic Studies Suggested Citation: Coman, Claudiu; Coman, Ecaterina; Cilan, Teodor Florin (2025) : Emerging trends in food consumer behaviour, Amfiteatru Economic, ISSN 2247-9104, The Bucharest University of Economic Studies, Bucharest, Vol. 27, Iss. 69, pp. 398-413, https://doi.org/10.24818/EA/2025/69/398 This Version is available at: https://hdl.handle.net/10419/319815 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public. If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ AE Emerging Trends in Food Consumer Behaviour 398 Amfiteatru Economic EMERGING TRENDS IN FOOD CONSUMER BEHAVIOUR Claudiu Coman1 * , Ecaterina Coman2 and Teodor Florin Cilan3 1)2) Transilvania University of Brasov, Brasov, Romania 3)“Aurel Vlaicu” University of Arad, Arad, Romania Please cite this article as: Coman, C., Coman, E. and Cilan, T.F., 2025. Emerging Trends in Food Consumer Behaviour. Amfiteatru Economic, 27(69), pp. 398-413. DOI: https://doi.org/10.24818/EA/2025/69/398 Article History Received: 29 December 2024 Revised: 22 February 2025 Accepted: 31 March 2025 Abstract Changes in consumer behaviour are shaping food industry strategies, and a broad analysis of the specialised literature is needed to provide a holistic view of trends in consumer behaviour trends. This article aims to identify the research directions in the field and the trends that could shape food markets. Through a bibliometric analysis of 947 publications indexed in the Web of Science over the past five years, five major research directions were identified and, for each of them, emerging trends were established. Key findings reveal a growing emphasis on health, sustainability and digitalisation. Consumers are demanding organic, locally sourced, healthier products due to concerns about environmental impact and personal well-being. Digital tools are transforming food consumption patterns, but innovative technologies, such as drone delivery and food innovations, 3D printed food, insect-based products or other alternative proteins, still face consumer resistance. Packaging innovations, including active and edible packaging, offer the potential to improve food quality and sustainability and change consumer behaviour. The study emphasises the importance of social norms, health consciousness and social media in shaping purchase intentions for sustainable products. This analysis offers valuable insights for academia, industry, and policymakers to anticipate market changes and effectively adapt to evolving consumer demands. Keywords: food consumption trends, consumer behaviour, food innovations, food industry, bibliometric analysis. JEL Classification: D11, L66, Q18, M31, Q01. * Corresponding author, Claudiu Coman – e-mail: [email protected] This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. © 2025 The Author(s). Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 399 Introduction The food industry is a crucial part of the economy and is continuously developing (Guiné et al., 2021). But in what direction is it developing? Changes in consumer preferences and behaviour are shaping food industry strategies, with significant implications for health, sustainability, and innovation (Vermeulen et al., 2020). Therefore, it is imperative to understand current and future behavioural changes. However, gaining a comprehensive understanding of consumer behaviour trends in the food sector remains a challenge for both researchers and food industry professionals. Most literature review articles in the field focus on specific, narrow topics that represent only pieces of a puzzle (Elsbach and van Knippenberg, 2020). Thus, their ability to provide a holistic view of consumer behaviour trends and their potential to influence the future of food markets is limited. A large part of the literature reviews is focused on sustainable food consumption and organic food consumption. Vermeir et al. (2020) conducted a review of environmentally sustainable food consumption and concluded that even though many people have favourable attitudes towards sustainable food, they do not necessarily buy and consume it. Food preferences are difficult to change, given that they are part of culture and lifestyle. Vergura et al. (2023) performed an analysis of the literature from 1999 to 2021 on sustainable consumption. But the literature in the field has grown exponentially, and topics they identified as under researched, such as the effect of e-commerce on environmental sustainability and the sustainable packaging, have now become prominent trends. Other bibliometric analyses of the literature have been carried out on organic food consumption (Pant et al., 2024), recycling behaviour (Concari, Kok and Martens, 2022), ethical food consumption (Beciu, Arghiroiu and Bobeică, 2024), the influence of Social Media on consumer food behaviour (Lau et al., 2024). However, these analyses represent only small parts of the larger picture. Developing comprehensive strategies in the food market requires a broad understanding of consumer behaviour, and, to our knowledge, there is no integrative review of the literature that provides this insight. This article aims to develop an interdisciplinary understanding of food consumer behaviour by identifying major research topics in the field of food consumer behaviour and emerging trends that may influence food markets in the future. To achieve this, the authors performed a bibliometric content analysis, which offers valuable insights into the development of the field (Donthu et al., 2021). The questions that underpinned this research are: RQ1: What are the main research directions in the field of consumer behaviour within the food industry? RQ2: What are the emerging trends in the field that could shape food markets? To achieve the intended purpose, the authors structured the paper into four sections. In the first part of the paper, a brief review of the literature on food consumer behaviour is provided. In the second section, the research methodology is described. Next, the results obtained and the related discussions are presented, and the paper ends with the conclusions and implications of the research. AE Emerging Trends in Food Consumer Behaviour 400 Amfiteatru Economic 1. Literature review Food consumer behaviour is a complex and dynamic field, constantly expanding, shaped by social, economic, technological, and cultural influences. Several specialised studies have aimed to capture recent developments and emerging research directions, including through the application of bibliometric analyses, which aim to provide a systematic mapping of the accumulated knowledge. Based on the analysis of food balance sheets and national surveys on food consumption in various countries, Kearney (2010) predicted a significant increase in the consumption of processed foods, with a high intake of fats and calories, by 2050. This will be driven by accelerated urbanisation, rising incomes, the expansion of global trade, and the marketing strategies of the food industry. These changes are correlated with an increased prevalence of obesity and diet-related diseases. However, Casini et al. (2015) found that although there is still a tendency to consume processed foods and maintain a diet based primarily on animal proteins, especially among consumers with lower education levels, the emergence of a category of consumers orientated toward healthier diets became noticeable in 2011. The phenomenon is also due to messages on the social and environmental implications of food production (Pelletier et al., 2013), as well as the presence of young children in households (Frehner et al., 2021). This trend has stimulated the development of the organic food market. In bibliometric research, significant attention has been paid to the consumption of ecological and sustainable foods. For example, Pant et al. (2024) conducted a bibliometric analysis of works indexed in the SCOPUS database on the consumption of organic foods, applying methods such as performance analysis, scientific mapping, and term co-word analysis. The results highlighted central themes such as purchase intentions, awareness of the impact of food on health, attitudes toward organic foods, the theory of planned behaviour, eco-marketing, and environmental concerns. The authors also emphasised relevant future research directions, such as deepening the understanding of organic food consumers' decision-making processes, investigating the relationship between organic food and health, supporting organic value chains, and the role of public policies in promoting food sustainability. Also, Beciu, Arghiroiu and Bobeică (2024) conducted a bibliometric analysis on ethical behaviour in food consumption, using works indexed in the Web of Science from 1995 to 2024. The research identified five major thematic clusters, and among the emerging post2020 terms were social media, the theory of planned behaviour, identity, masculinity, Generation Z, and alternative proteins. This orientation suggests that technological advancements and the integration of digital platforms into the food system play an increasingly important role in shaping ethical consumption behaviours. In addition to these directions, behaviours associated with recycling and food waste reduction constitute another topic of interest. Concari, Kok and Martens (2022), through a bibliometric analysis of the literature, identified key terms such as subjective norms, the theory of planned behaviour, household food waste, food waste reduction, packaging, and environmental impact. The authors noted that the impact of technology, social media, and the COVID-19 pandemic on recycling behaviour is not adequately explored. Lau et al. (2024) investigated, through bibliometric methods, the influence of social media on consumer food behaviour, identifying emerging themes such as the dissemination of food information through technology, the impact of digital marketing on purchase intentions, the Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 401 role of culture and education in food choices, perceptions of organic foods, and food waste management. Overall, the literature reveals an increased focus on sustainable consumption, healthy eating, and reducing the ecological impact of food habits, trends that have been accentuated by the context of the COVID-19 pandemic, which has strengthened interest in food safety, functional foods, and online shopping (Budziński and Daziano, 2023). However, existing studies only partially capture the complexity of this field, without providing an integrative perspective on food consumption behaviour. In this context, the present article aims to provide a holistic view of current trends, which will allow the foundation of integrated strategies for the sustainable development of the food market. 2. Research methodology To respond to the research questions, we conducted a bibliometric content analysis, applying the co-word analysis technique, as it allows one to examine “the existing or future relationship among topics in a research field by focusing on the written content of the publication” (Donthu et al., 2021, p.289). The identification of articles from the Web of Science database was carried out on November 22, 2024, applying two initial filters: works published in the last 5 years to capture current trends in the field, and those related to the topics "food industry" and "consumer behavior". The choice of these two terms was based on the objective of conducting a broad analysis without limiting the scope to specific subdomains. This allowed for the capture of thematic diversity. The exclusion criteria for the articles in the analysis are presented in Figure 1. Figure no. 1. Graphical representation of the PRISMA flow AE Emerging Trends in Food Consumer Behaviour 402 Amfiteatru Economic Raw data from 947 documents, published in the last five years, were downloaded from the Web of Science database in the “plain text files” format. Since the data included many similar terms, they were grouped into a thesaurus file that was uploaded to the VOSviewer software to improve the accuracy of the analysis. The type of analysis conducted was the cooccurrence of all keywords that are found in the title, abstract, and keywords established by the authors. Also, for a term to be included in the semantic map, it had to appear at least 4 times in different documents. This threshold was applied to ensure that the relationships between terms are reliably placed on the map. Thus, of the 4.798 terms, only 381 were included in the map. In the clustering process, the minimum group size was established at 50 terms, and the normalisation method was 'association strength'. Clusters were analysed, and emerging terms were identified using the overlay visualisation of the map. Since words can appear in different contexts, a comprehensive content analysis was performed on the most relevant articles from each cluster. The selection criteria required the articles to have full text available and to include at least one keyword identified as an emerging term within the authors' keyword list and two keywords corresponding to the thematic group. Therefore, a total of 31 articles were thoroughly reviewed. 3. Results and discussion 3.1. The main research directions in the field To pinpoint the key research areas in the field of food consumer behaviour, we conducted a keyword co-occurrence analysis, which allows mapping the main topics addressed by researchers based on the keywords that are found in the title, abstract, and keywords established by the authors. The resulting network of themes highlights five main research directions (Figure no. 2), with 11.016 links between terms. It is observed that there are many connections, including between terms from different clusters, which means that many of the scientific papers analysed address broader themes. In the following, we will analyse each thematic group, specifying the main research directions identified. The first cluster (Red) consists of 119 terms and can be named generically “Healthy food consumption behaviour”. This thematic group focusses on understanding the complexity of consumer choices and their impact on health, the food industry, and sustainable development. There is growing concern about the impact of diet on health, with studies focussing on reducing nutritional risks (fat, sugar, and sodium). There is also an emphasis on preventing obesity and diabetes through nutrition education and public health policies, with researchers analysing how public policies on healthy eating influence consumers' food choices. In addition, public policies and management in the hospitality industry are focussing on strategies to reduce food waste, suggesting a growing concern about the environmental impact of food consumption. The second group (Green) contains 73 terms and can be called “The impact of digital transformation on consumer behaviour”. This cluster is focused on studying the impact of digital platforms and e-commerce on food consumer behaviour, satisfaction, and loyalty. One of the prominent keywords is COVID-19, highlighting that many consumers have become more inclined to adopt technology and mobile payment methods during the pandemic, as restrictions prevented them from eating out, prompting them to order food from home. Furthermore, this group also included studies focused on the influence of big data on improving the personalisation of the consumer experience. Emphasis is placed on how Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 403 perceived value and service quality influence consumer experiences and contribute to shaping satisfaction and loyalty. An important subtheme of this cluster is the role of social media and word-of-mouth in forming consumer behaviour. Figure no. 2. Keyword co-occurrence map for food consumer behaviour The third research direction is focused on consumer acceptance of food innovations and forms the third thematic group (Blue), which includes 70 terms. This cluster explores new materials for smart packaging and innovative foods, studying consumer acceptance of sustainable food packaging and functional foods with radiological properties. Researchers evaluate the sensory characteristics of innovative foods and consumer perceptions of the consumption of edible insects or foods with new textures. Analysing consumers' psychological and behavioural responses to new products is important for their improvement. Another subtheme within this cluster is represented by the development of emerging technologies for food chains and sustainable production, while also analysing the migration of materials in food, as food safety is very important for the population. The cluster 4 (Yellow) comprises 69 terms and is focused on ethical and sustainable food consumer behaviour. It explores topics such as the environmental impact of meat consumption, ecological footprints, animal welfare, responsible consumer behaviour, and sustainable labelling. The research also examines consumer preferences for local foods, cultured meat and fish, as well as the influence of complex digital and eco-labels on consumer perceptions. In addition, studies within this cluster focus on consumer segmentation based on lifestyle, motivation and involvement, emphasising the roles of ethnocentrism and materialism in food product choices. Group 5 (Purple) contains 50 terms and focusses on studying attitudes, intentions, and food purchasing behaviours. It is known that the buyer is not necessarily the consumer of the AE Emerging Trends in Food Consumer Behaviour 404 Amfiteatru Economic purchased products and, often, some of the purchased food products are not even consumed and end up being thrown away. Researchers examine the purchasing behaviour of ecoproducts, focussing on the factors that affect consumers' willingness to pay more for organic and sustainable products. These factors include personality traits, subjective norms, values, gender, and religion. Additionally, the investigation extends to purchase intentions and planned behaviours. The role of recycling behaviours and environmental concerns in product choices is also explored, as well as the significance of awareness of climate change and perceived risks. Furthermore, factors that influence food neophobia and acceptance of alternative foods, as well as people's perceptions of genetically modified foods, are analysed. 3.2. Emerging trends in the field To identify emerging trends in consumer behaviour and preferences likely to shape food markets, we used the semantic map with overlay visualisation generated by VOSviewer based on the average year of publication (Figure no. 3). The terms highlighted in red and orange appear in more recent studies, therefore, we will consider them as emerging. Next, we will analyse the emerging terms in each cluster, highlighting how they were addressed in several articles included in the bibliometric research. Figure no. 3. The overlay visualisation of the keyword co-occurrence map 3.2.1. Healthy food consumption behaviour The first cluster contains most of the emerging terms. Key areas of focus include consumer health and customised marketing strategies. There is a growing interest in healthier food choices, as illustrated by terms such as: “nutrition labels”, “organic products”, “traditional food”, “agriculture”, “public health”, “salt reduction”, “reformulation”, and “food policy”. Now consumers can make healthier choices thanks to front-of-pack labels (FOPLs), which help them rank products according to healthiness to combat obesity and food-related diseases Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 405 (Muzzioli et al., 2022). An analysis of 18 countries (n=18,393) by Pettigrew et al. (2023) compared the effectiveness of five FOPLs. The Nutri-Score label proved to be the most effective, succeeded by the Multiple Traffic Lights system. On the contrary, the Reference Intakes label showed the weakest performance, while the Warning Label and Health Star Rating had moderate efficiency. Labels that feature a spectrum of colour codes have been proven to be the most impactful in the choice of healthier foods. Therefore, changing consumer behaviour towards healthier diets can be achieved gradually through clear and effective labelling strategies. In the future, these labelling systems could become industry standards, influencing both consumer purchasing behaviour and the way food manufacturers market their products. Healthier food also means less salt. Given that excess salt leads to hypertension and cardiovascular disease, legislative measures have been taken in various countries to reduce salt consumption, such as salt taxes and sodium content labelling. Many companies have reformulated products to reduce the salt content, but consumer acceptance has been limited (Harun et al., 2023). Interestingly, research by Hurst, Hewson and Fisk (2022) revealed that salt content in crisps can be reduced by 15% without this being noticed by consumers, and by 30% by applying optimised model salts. Therefore, companies could resort to such tricks to reduce the amount of salt in products while maintaining the perception of saltiness. As more consumers demand healthier products, companies may face increasing pressure to reformulate products to conform to public health guidelines without compromising taste or consumer satisfaction. Palm oil is another food ingredient with health implications, and consumer attitudes toward it vary significantly. On the one hand, there are compromise seekers, consumers who prioritise cost savings while favouring palm-oil-free products; and health-conscious consumers who avoid foods containing palm oil. On the other hand, there are brand-loyal consumers whose preferences remain unaffected by the presence of this ingredient (Baldassarre et al., 2023). The growing trend of people avoiding palm oil will push food companies to reformulate products and offer palm oil-free alternatives to meet this demand. Marketing strategies to promote food products to different age groups also seem to be a trend in this cluster, reflected in terms such as “children”, “college-students”, “consumer choice”, “food marketing”, “generation z”, “promotion”, “source credibility”. A study of 364 Romanian students found that for digital natives it is important to provide a mobile format for nutrition labelling, both to support healthier diets and to turn this information into added value (Bobe et al., 2024). In terms of marketing strategies, Generation Z is strongly influenced by social media influencers to visit fast-food restaurants. For Gen Z consumers, attractiveness, expertise, and trustworthiness of influencers are important characteristics, with micro-influencers being perceived as more credible (Ghosh et al., 2024). Additionally, Generation Z consumers take the performance of the CSR of companies into account when purchasing food products, reflecting their increased concern for environmental protection compared to other generations (Wong, 2021). Therefore, companies in the food industry should improve their green image and adopt eco-friendly marketing strategies (Ko and Jeon, 2024), as these consumers become more influential in shaping market trends. AE Emerging Trends in Food Consumer Behaviour 412 Amfiteatru Economic Kay, I.P. and Goddard, J.M., 2024. Identifying Performance Conditions for a Radical Scavenging Active Packaging Material. Packaging Technology and Science, 37(10), pp.955-964. https://doi.org/10.1002/pts.2838. Kearney, J., 2010. Food consumption trends and drivers. Philosophical Transactions of the Royal Society B: Biological Sciences, 365(1554), pp.2793-2807. https://doi.org/10.1098/rstb.2010.0149. Kempen, E., Wassenaar, A. and Tobias-Mamina, R., 2023. South African consumer attitudes underlying the choice to consume game meat. Meat Science, 201, art. no. 109175. https://doi.org/10.1016/j.meatsci.2023.109175. Khalil, A., Shankar, A., Bodhi, R., Behl, A. and Ferraris, A., 2024. Why Do People Resist Drone Food Delivery Services? An Innovation Resistance Theory Perspective. IEEE Transactions on Engineering Management, 71, pp.13038-13048. https://doi.org/10.1109/TEM.2022.3202485. Klein, K. and Martinez, L.F., 2023. The impact of anthropomorphism on customer satisfaction in chatbot commerce: an experimental study in the food sector. Electronic Commerce Research, 23(4), pp.2789-2825. https://doi.org/10.1007/s10660-022-09562-8. Ko, J.-H. and Jeon, H.-M., 2024. The Impact of Eco-Friendly Practices on Generation Z’s Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop. Sustainability, 16(8), art. no. 3126. https://doi.org/10.3390/su16083126. Lau, E.A., Rukmana, A.Y., Uhai, S., Mokodenseho, S. and Tapaningsih, W.I.D.A., 2024. Mapping Research on the Influence of Social Media on Consumer Food Behavior a Bibliometric Approach. The Eastasouth Journal of Social Science and Humanities, 1(02), pp.84-94. Liu, M., Jia, W., Yan, W. and He, J., 2023. Factors influencing consumers’ repurchase behavior on fresh food e-commerce platforms: An empirical study. Advanced Engineering Informatics, 56, art. no. 101936. https://doi.org/10.1016/j.aei.2023.101936. Miguel, L., Marques, S. and Duarte, A.P., 2022. The influence of consumer ethnocentrism on purchase of domestic fruits and vegetables: application of the extended theory of planned behaviour. British Food Journal, 124(13), pp.599-618. https://doi.org/10.1108/BFJ-11-2021-1208. Murphy, B., Martini, M., Fedi, A., Loera, B.L., Elliott, C.T. and Dean, M., 2022. Consumer trust in organic food and organic certifications in four European countries. Food Control, 133, art. no. 108484. https://doi.org/10.1016/j.foodcont.2021.108484. Muzzioli, L., Penzavecchia, C., Donini, L.M. and Pinto, A., 2022. Are Front-of-Pack Labels a Health Policy Tool? Nutrients, 14(4), art. no. 771. https://doi.org/10.3390/nu14040771. Naranjo-Guevara, N., Stroh, B. and Floto-Stammen, S., 2023. Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements. Foods, 12(19), art. no. 3606. https://doi.org/10.3390/foods12193606. Pant, S.C., Saxena, R., Pant, D.K. and Singh, R., 2024. Organic food consumption: A bibliometric–content analysis. Journal of Consumer Behaviour, 23(5), pp.2730-2750. https://doi.org/10.1002/cb.2367. Pelletier, J.E., Laska, M.N., Neumark-Sztainer, D. and Story, M., 2013. Positive Attitudes toward Organic, Local, and Sustainable Foods Are Associated with Higher Dietary Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 413 Quality among Young Adults. Journal of the Academy of Nutrition and Dietetics, 113(1), pp.127-132. https://doi.org/10.1016/j.jand.2012.08.021. Pettigrew, S., Jongenelis, M.I., Jones, A., Hercberg, S. and Julia, C., 2023. An 18-country analysis of the effectiveness of five front-of-pack nutrition labels. Food Quality and Preference, 104, art. no. 104691. https://doi.org/10.1016/j.foodqual.2022.104691. Ülker, M. and Karamustafa, K., 2023. Understanding the use of Local Food Through the Extended Theory of Planned Behaviour. DETUROPE - The Central European Journal of Tourism and Regional Development, 15(1), pp.66-94. https://doi.org/10.32725/ det.2023.004. Vergura, D.T., Zerbini, C., Luceri, B. and Palladino, R., 2023. Investigating sustainable consumption behaviors: a bibliometric analysis. British Food Journal, 125(13), pp.253-276. Vermeir, I., Weijters, B., De Houwer, J., Geuens, M., Slabbinck, H., Spruyt, A., Van Kerckhove, A., Van Lippevelde, W., De Steur, H. and Verbeke, W., 2020. Environmentally Sustainable Food Consumption: A Review and Research Agenda From a Goal-Directed Perspective. Frontiers in Psychology, [online] 11. https://doi.org/10.3389/fpsyg.2020.01603. Vermeulen, S.J., Park, T., Khoury, C.K. and Béné, C., 2020. Changing diets and the transformation of the global food system. Annals of the New York Academy of Sciences, 1478(1), pp.3-17. https://doi.org/10.1111/nyas.14446. Wong, M.C., 2021. Does corporate social responsibility affect Generation Z purchase intention in the food industry. Asian Journal of Business Ethics, 10(2), pp.391-407. https://doi.org/10.1007/s13520-021-00136-9. Yu, S., Liu, Y. and Hyun, E., 2024. From Technology to Traffic: How Website Technological Sophistication, Brand Recognition, and Business Model Innovation Drive Consumer Traffic in Korean E-Commerce. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), pp.2051-2069. https://doi.org/10.3390/jtaer19030100. Zhang, X., Wen, H. and Shao, X., 2024. Understanding consumers’ acceptance of edible food packaging: The role of consumer innovativeness. Journal of Retailing and Consumer Services, 80, art. no. 103903. https://doi.org/10.1016/j.jretconser.2024.103903.