This paper, co-authored by Nadine Benninger and Jutta Roosen, investigates how traditional food products (TFPs) change their characteristics once exported to a different cultural setting (in this case, Japan). Two data collections highlight that TFPs have become similar to innovative food products abroad. Therefore, certain consumer characteristics, such as personality traits like the Big 5 and consumer innovativeness, play a crucial role in accepting Bavarian food products (the TFPs in this study) in Japan.
Do you want to know more? Have a read here!