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

Luong, Thai-Ha , Nguyen, Hoang-Khoi , Cho, James , Koziel, Agnieszka M. , Doi, Bao-Trang Nguyen , Bui, Huu-Phuoc

DOI: 10.1108/jts-07-2025-0037

Abstract
PurposeThe digital era contributes significantly to the rapid growth of the street food sector. However, it also brings about food poisoning risks as the street food vendors are busy inventing frivolous food trends. This... Read more

Editorial: Integrating SDGs into business and trade research: progress, challenges and the contributions of the Journal of Trade Science

Nguyen, Ninh

DOI: 10.1108/jts-06-2026-077

Understanding the power of social media influencers in promoting organic food consumption

Nguyen, Dung Minh , Nguyen, Hau Thi Thanh Hien

DOI: 10.1108/jts-06-2025-0024

Abstract
PurposeIn response to growing health and environmental concerns, consumer demand for organic foods has grown steadily. At the same time, social media influencers have a significant influence on consumer choices, especial... Read more