Embracing innovation: factors influencing consumers’ willingness to try 3-D-printed food

This research investigates consumer willingness to try 3-D printed foods by examining various influential factors. Key concepts analyzed include food neophobia and neophilia, perceived healthiness, perceived food safety, attitudes, willingness, and the desire for food variety. Based on a sample of 355 respondents, the findings indicate that food neophobia has a positive but modest impact on attitudes toward 3-D printed foods. In contrast, perceived healthiness and perceived food safety emerge as strong and significant predictors of both attitudes and behavioral intentions, with attitudes being the primary determinant of willingness. The desire for food variety was evaluated as a moderating factor and was found to negatively influence the relationship between attitudes and willingness. This study contributes to the literature on consumer behavior, food innovation, and technology acceptance, offering valuable insights for stakeholders in food production, marketing, and service.