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Purpose: The objective of this study is to investigate consumer motivations and purchase behaviors with respect to cookies with customized packaging and consumer interest in different types of customization in the Italian food industry. Design/methodology/approach: The study was conducted by performing a quantitative analysis of 642 surveys collected via Google Forms. A repeated-measures ANOVA, univariate ANOVA, chi-squared test, correlation analysis and linear regression analysis were conducted using SPSS. Findings: Customers buy cookies with customized packaging as personal gifts to someone they care about. The ability to insert their initials or a personalized phrase appears to increase customers' positive attitudes toward buying cookies with customized packaging. Those interested in this type of customization are willing to pay more, regardless of the type of customization. Research limitations/implications: In the survey, only some types of customization not previously extracted from a focus group are explored, and the analysis covers only the food industry and does not take a cross-sectional approach. In addition, we specifically refer to the Italian market, which means that results cannot be generalized. Practical implications: From a managerial perspective, our results highlight that food industry companies should take advantage of the opportunity to segment the demand for customized packaging with respect to consumers' attitudes and their motivation toward food products. Originality/value: From a theoretical perspective, this study analyzes consumer attitudes and behaviors toward purchasing cookies with customized packaging. From a managerial perspective, the results of the study highlight interesting courses of action for companies in the food industry that would like to use the tool of customization by intervening in terms of the packaging rather than the product itself. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper was to study the novel food (NF) industry in Europe and how regulations have affected companies' collaboration and openness towards other actors during new product development. The research question, therefore, was "How do the European NF regulations affect radical innovation in the food industry?". Design/methodology/approach: A multiphase mixed-methods design was used to combine three sets of data as follows: the NF applications and copies of these from 1997 to 2018; the applications in the first 18 months of the revised NF regulation period after 2018 and interviews with six NF applicant companies and seven experts on NF. Findings: Interactions with research and development (R&D) suppliers appear to be common during development of NF products for companies of all sizes. Ownership of knowledge and a conscious intellectual property rights strategy are important for companies' openness during radical innovation and collaboration. The decentralised NF regulations from 1997 to 2017, with reduced possibilities for data protection, prevented innovation. However, both old and new NF regulations facilitate easy routes for second-to-market approach. Companies of all sizes apply for NF-approved products under the new NF regulations, which ensure data protection. Practical implications: Future NF pioneers, food R&D suppliers and food-industry policymakers will benefit from open innovation and NF insights by gaining an understanding of NF regulations and insight into how a policy with open governance affects collaboration and co-creation. Originality/value: The NF regulations and their effect on radical food innovation have not previously been studied according to innovation management theory. Understanding various forms of selective partnership and collaboration among actors in the food industry is valuable for future growth. [ABSTRACT FROM AUTHOR]