Consumers' attitudes towards 3D printed foods after a positive experience: An exploratory study

Abstract

Abstract3D food printing has far‐reaching potential in the food industry; however, consumer attitudes towards 3D food printing need to be evaluated. The present study investigated consumers' attitudes towards 3D food printing after consuming a cookie that was labeled as 3D printed. The participants (n = 133) first evaluated two cookies (conventional and “3D printed”) using hedonic scales and a check‐all‐that‐apply question. The participants were then asked to answer survey questions (7‐point Likert scale) and open‐ended comments about 3D printing. The results of the survey questions indicated that after consuming the “3D printed” cookie, the participants were willing to eat 3D printed foods and felt they were sustainable. The open‐ended comments highlighted some barriers to consumers' acceptance, including disgust, safety and unacceptability of 3D printed meat products. The findings illustrate that participants are less fearful of novel technologies if they have a positive experience with a food item produced by that technology.Practical applicationsA sensory trial (hedonic scales and check‐all‐that‐apply) was used as a priming step before asking participants about their attitudes towards 3D food printing. The participants' opinions were identified using quantitative (7‐point Likert scales) and qualitative (open‐ended comments) questions. The open‐ended comments allowed the participants to build on the responses they expressed with the Likert scales and identified other attitudes that were not included in the quantitative questions. Studies on consumer attitudes should include both quantitative and qualitative questions. The results indicated that if consumers have a positive experience with a 3D printed product (evaluated using hedonic scales), they have positive attitudes towards 3D printing. Additionally, the study highlighted for 3D food printing to be accepted by consumers; their concerns about safety and the unacceptability of 3D printed meat products need to be addressed.