Abstract
In the context of traditional and typical foods, innovation is both a controversial concept and an essential factor for competition. Literature lacks of studies related to consumer's innovation acceptance of traditional foods. The present paper aims at examining, with a focus on an Italian cheese, how consumers perceive two different types of innovations: shelf life extension and environmental certification. Through a consumer behaviour approach, we assess that consumer's willingness to pay for these attributes is high and the existence of positive trade-offs suggest the creation of synergies across food policies oriented to innovation, product quality and environmental sustainability.
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