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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
...-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 licence . Trend engagement Perceived novelty Perceived saturation Culinary trends Street food Young consumers Street...
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