Modeling the intention to consume and willingness to pay premium price for 3D-printed food in an emerging economy

This study investigated factors influencing consumer intentions and premium price willingness for 3D-printed food in an emerging economy. Using an extended Theory of Planned Behavior (TPB) framework incorporating personal innovativeness, perceived compatibility, perceived product value, and desire to eat, data from 1540 Indonesian respondents (online questionnaire) were analyzed via partial least squares structural equation modeling (PLS-SEM). Results showed personal innovativeness, attitude, perceived compatibility, subjective norms, perceived product value, and perceived behavioral control significantly impacted consumption intention and premium price willingness. Intention significantly mediated the relationships between these factors and willingness to pay a premium, except for perceived product value and subjective norms. The study offers theoretical advancements to the TPB within a new food context and Asian market, suggesting that 3D-printed food sellers should focus on factors stimulating consumer intentions to improve perceived product value and premium price acceptance.

Marvello Yang, Jingzu Gao, Qing Yang, Abdullah Al Mamun, Mohammad Masukujjaman, Mohammad Enamul Hoque