The 3D-printed food market is experiencing rapid growth, projected to reach $15.1 billion globally by 2031. This technology offers customization, design flexibility, and potential supply chain improvements. The aesthetically pleasing nature of 3D-printed food also contributes to its appeal. Indonesia, aiming to develop a creative economy, shows interest in 3D-printed food. However, consumer acceptance in Indonesia requires investigation. Existing research on 3D-printed food adoption has focused primarily on developed nations, with mixed results on the impact of factors like price value and perceived behavioral control. This study aims to bridge this gap by exploring the factors influencing Indonesian consumers' intention to consume and willingness to pay a premium price for 3D-printed food using an extended Theory of Planned Behavior (TPB) framework. The TPB, originally focusing on behavioral intentions and actions under volitional control, is extended here to encompass factors particularly relevant to novel food technologies, such as personal innovativeness, perceived compatibility, and perceived product value. Understanding these factors is crucial for businesses entering this emerging market and for policymakers supporting technological advancements within the Indonesian food industry.

The study builds upon the Theory of Planned Behavior (TPB), which posits that behavioral intention is the most immediate predictor of behavior. The TPB framework includes attitude toward the behavior, subjective norms (perceptions of social pressure), and perceived behavioral control (belief in one's ability to perform the behavior). However, this study extends the TPB by incorporating additional variables that better capture the nuances of adopting novel food technologies: Personal innovativeness (PIN), reflecting the tendency to adopt new products and technologies; Attitude toward 3D-printed food (ATT); Subjective norms (SNM), focusing on social influence; Perceived compatibility (PCM), reflecting the alignment of the technology with consumers' values and experiences; and Perceived product value (PPV). The hypotheses are developed based on existing literature linking these factors to consumer adoption intentions and behavior, including prior research on consumer innovativeness, attitude towards technology adoption and consumer perceptions of new food products. The literature also highlights the mediating role of intention between various factors and actual behavior.

This cross-sectional quantitative study employed a deductive research approach, using an online questionnaire to collect data from 1540 Indonesian consumers familiar with 3D-printed food. Convenience sampling was used, distributing the survey via social media. A power analysis determined a sufficient sample size for the study's objectives. The questionnaire measured the constructs of the extended TPB model (PIN, ATT, SNM, PCM, PPV, PBC, ITF, WPP) using established scales from previous research, each measured using a five-point Likert scale except for WPP, which used a single-item measure. To assess the reliability and validity of the measures, this study utilized a partial least squares structural equation modeling (PLS-SEM) analysis, which is particularly suitable for the analysis of complex relationships among multiple variables, including mediation effects. PLS-SEM was chosen as it is robust to issues of non-normality which were found in the study's data. Common method variance (CMV) was assessed to ensure the reliability of the data. The demographic characteristics (gender, age, education, monthly income, employment status) of the respondents were also analyzed to provide a profile of the participants in the study. To assess the structural model, the methodology employed an assessment of the convergent validity and discriminant validity of the measures. Construct reliability and indicator reliability were assessed to determine the reliability and validity of the measurement model.

The study found that all the proposed variables (PIN, ATT, SNM, PCM, PPV, PBC, and ITF) significantly and positively influenced intention to consume 3D-printed food (ITF). Furthermore, PIN, ATT, SNM, PCM, PBC, and ITF significantly and positively influenced willingness to pay a premium price (WPP). The R-squared value for ITF was 0.42, indicating that the model explained a substantial portion (42%) of the variance in intention. For WPP, the R-squared value was 0.118, suggesting moderate explanatory power. Mediation analysis revealed that ITF significantly mediated the relationships between PIN, ATT, and PCM and WPP, implying that intention plays a crucial role in translating positive perceptions into a willingness to pay a premium. However, ITF did not significantly mediate the relationship between SNM and PPV and WPP. Demographic analysis showed a relatively young and diverse respondent group, predominantly female, with varying levels of education and income.

The findings highlight the importance of several factors influencing the adoption of 3D-printed food in Indonesia. Personal innovativeness and positive attitudes towards 3D-printed food significantly impact consumer intention and willingness to pay a premium. This aligns with the growing literature emphasizing the significance of consumer attitudes and personality traits towards technological and food innovation. The significant role of perceived compatibility suggests that the technology must align with the values and needs of the consumers. The partial mediation effects show that developing positive attitudes and perceptions of 3D-printed food is essential for stimulating consumer purchase intention, which in turn motivates them to pay a premium price. The non-significant mediation of subjective norms and perceived product value may reflect the independent decision-making behavior of the relatively young age demographic. The results provide valuable insights for marketers and policymakers: they should focus on enhancing positive attitudes, perceived compatibility, and perceived product value, highlighting the innovative aspects of 3D-printed food while addressing potential consumer concerns. Understanding the role of social influence needs further investigation.

This research offers valuable theoretical and practical contributions. Theoretically, it expands the TPB framework to better explain consumer behavior towards novel food technologies. Practically, it informs marketing strategies for 3D-printed food in the Asian market, particularly Indonesia. Future research could employ longitudinal studies, explore the role of moderating variables (gender, age, education), investigate specific intentions in more detail, and examine other factors like trust and facilitating conditions that might influence the relationship between intention and willingness to pay a premium.

This study used a convenience sample, limiting the generalizability of the findings. The cross-sectional design prevents causal inferences. Future research should use more representative samples, investigate the moderating effects of demographic and psychographic factors and employ longitudinal designs for a more comprehensive understanding of 3D-printed food adoption.