Policy developments of consumer's acceptance of traditional products innovation: The case of environmental sustainability and shelf life extension of a PGI Italian cheese

• We consider a pilot analysis of two types of innovation in a typical food product.
• These innovations are shelf life extension and environmental sustainability.
• We apply a consumer behaviour approach.
• Consumer perception is high for both shelf life and environment.
• Synergies exist between innovation, product quality and environmental sustainability.

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.