Intention to consume 3D-printed food: perspectives across generational divides

Area of Science:

• Food technology
• Consumer behavior
• Generational studies

Background:

• 3D food printing is an emerging technology requiring understanding of consumer acceptance.
• Limited research exists on how generational context influences acceptance of 3D-printed food.
• Previous studies often assumed uniform consumer behavior across age groups.

Purpose of the Study:

• To examine the intention to consume 3D-printed food among South African Generation X and Generation Y consumers.
• To identify key factors influencing acceptance of 3D-printed food across these two generations.
• To provide insights for targeted communication strategies for 3D-printed food adoption.

Main Methods:

• Quantitative, descripto-explanatory study with 355 participants knowledgeable about 3D-printed food.
• Online questionnaire utilizing validated scales for awareness, perceived benefits, neophobia, familiarity, attitude, health consciousness, social norms, convenience, capacity, autonomy, and intention.
• Measurement model evaluated for reliability and validity using SmartPLS.

Main Results:

• Awareness, perceived benefits, and attitude significantly predicted intention in both Generation X and Y.
• Food neophobia negatively impacted intention for both groups; social norms influenced only Generation Y.
• Attitude emerged as the strongest predictor of intention across both generations; traditional drivers had weak effects.
• Health consciousness significantly predicted attitude for Generation X, but not Generation Y.

Conclusions:

• Generational differences significantly impact the acceptance of 3D-printed food.
• Attitude is a primary driver of consumption intention, moderated by factors like social norms and health consciousness.
• Tailored communication strategies are essential for promoting 3D-printed food adoption across different generations.