Tomorrow Taste Comes Today: Exploring Customers' Intention to Buy 3D Printed Food in Egyptian Restaurants

Purpose – To explore the effect of 3D printed food characteristics on the Value-Attitude-Behavioral model in Egyptian restaurants.Design/methodology/approach – Using a quantitative design, a self-administrated questionnaire was conducted with customers who eat at restaurants.Findings – Four characteristics of 3D printed food: health, fun, creativity and natural content were explored. The primary result identified was 3D printed characteristics have a positive and significant effect on hedonic value. Moreover, hedonic and utilitarian perceived values have an impact on customer attitudes toward 3D-printed food. Respondents indicated attitude toward 3D-printed food led to the intention to buy it.Originality/value – This research highlights the need for 3D food printing technology in restaurants in Egypt. Moreover, this study adapted the Value-Attitude-Behavioral model in the context of 3D-printed food.Research limitations/implications – In the present study, 4 characteristics of 3D-printed foods are being considered. In future, additional factors could be considered to deal with advancements in the food and beverage industry.Practical implications – The study has recommended that marketers and decision-makers show the advantages of 3D-printed food in ads.Social implications – This study will help the community by offering them a new type of technology that positively affects the environment. Besides, it will help people with allergies and elderly people to have food that is suitable for them.