A Conceptual Framework for Consumption Satisfaction and Continuous Acceptance of Innovative Traditional Food Products

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