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.