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From crave to fade: modelling perceived novelty, perceived saturation and engagement in viral street food trends among digital-native young consumers

Open Access
Thai-Ha Luong, Hoang-Khoi Nguyen, James Cho, Agnieszka M. Koziel, Bao-Trang Nguyen Doi, Huu-Phuoc Bui
Journal: Journal of Trade Science
Journal of Trade Science (2026) 14 (1): 25–41.
https://doi.org/10.1108/JTS-07-2025-0037
Published: 23 December 2025
... predicted trend engagement, indicating that emotional freshness, rather than fatigue, drives participation. Research limitations/implications Food vendors and marketers should prioritise novelty reinforcement through sensory innovation, emotional appeal and socially shareable experiences to sustain...
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