3D printed food attributes and their roles within the value-attitude-behavior model: Moderating effects of food neophobia and food technology neophobia

Abstract

With the emergence of three-dimensional (3D) printers and the fourth industrial revolution, a variety of alternative foods have been produced by the adoption of 3D food printing technology. Thus, this study was designed to identify how 3D printed food attributes play roles within the value-attitude-behavior model. Food neophobia and food technology neophobia were tested as moderators. Results confirmed significant and positive roles of 3D printed food attributes (health, fun, creativity and natural content) in the VAB model. More importantly, ‘natural content’ was the most important attribute to form perceived values. Also, results indicated that the effects of ‘natural content’ and ‘creativity’ on perceived values were significantly influenced by food neophobia while the relationship between ‘natural content’ and hedonic value was significantly moderated by food technology neophobia. Based on our findings, important implications are offered both academics and practitioners.