When tradition turns to innovation: Japanese consumers' evaluation of new food products

This paper combines insights from personality research and innovation acceptance literature to investigate Japanese consumers' evaluation of innovative and traditional food products (TFPs) using the case of Bavarian foods exported to Japan. We argue that TFPs change their product characteristics once exported so that their evaluation emulates that of product innovations. It is hypothesized that personality traits positively affecting innovation acceptance also drive the acceptance of imported TFPs. Additionally, the traditional component of TFPs is assumed to be assessed based on the exporting country's stereotype. Two studies show the importance of personality traits and a positive country image in accepting TFPs and innovations. Furthermore, results confirm that imported TFPs are evaluated similarly to innovations, highlighting the transformation process of this product category once leaving the home country. The results provide implications for food producers and marketers who aim to promote their products abroad. Personality-based communication is recommended for innovative products and TFPs to reach particularly open and innovative consumers.