Since governments recognised the importance of intensifying economies in rural and urban areas, food innovation has taken centre stage in most countries. When compared to other countries, some have achieved significantly greater outstanding success in cultivating an innovative culture in the food sector. However, introducing innovative food products on the market may turn out to be challenging work for marketers. Consumers are often reluctant to accept innovations, especially when they are related to advanced technology. This consequence is more obvious when it comes to traditional food which is fundamentally influenced by lifestyles, socio-demographics, and cultural aspects. The traditional food segment experiences the extra challenge due to the possible contradiction between the idea of traditional food and the idea of innovation which increases the challenge of introducing satisfactory innovations within this food segment to the market. This study reviewed several frameworks and past literature to understand the influence of consumers’ innovativeness, uncertainty avoidance, attitude as a personal factor, perceived quality, and perceived authenticity as product attributes factors on consumers' consumption satisfaction acts as a mediating variable, and continuance acceptance as the dependent variable. Therefore, this study proposed a new conceptual framework on consumer continuance acceptance that models the acceptance development process with a stronger emphasis on the consumption satisfaction of innovative Malaysian traditional food products.
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