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

As 3D food printing continues to emerge as a transformative food technology, understanding consumer acceptance across generational divides is critical for its successful adoption. However, existing research on 3D-printed food has largely assumed homogeneous behavioral mechanisms across age groups, offering limited theoretical insight into how generational context moderates consumer acceptance of this emerging food technology. This study examines the intention to consume 3D-printed food among the 30- to 59-year-old South African demographic, with a focus on the generational spans of Generation X and Generation Y. A quantitative, descripto-explanatory approach was employed, involving participants with some knowledge of 3D-printed food. Data was gathered through a self-administered online questionnaire, and a total of 355 complete responses were collected. Survey constructs were based on validated scales and included awareness, perceived benefits, food neophobia, food familiarity, attitude, health consciousness, social norms, convenience orientation, capacity, autonomy, and intention. The reliability and validity of the measurement model were evaluated using SmartPLS. Reliability and validity tests confirmed strong internal consistency and construct validity. Comparisons across generations indicated that awareness, perceived benefits, and attitude were important predictors of intention in both groups. Food neophobia had a negative effect on both groups, and social norms affected intention only in Generation Y. Health consciousness was a significant predictor of attitude for Generation X, but not for Generation Y. More traditional drivers of food choice, like familiarity, convenience, capacity, and autonomy, showed very weak effects. Finally, attitude was the strongest predictor of intention across both generations. Additionally, these results highlight significant differences between generations and offer valuable insights for developing targeted communication strategies to facilitate the dissemination of 3D-printed food technologies.