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

Abstract This study examined the factors influencing customers’ consumption intentions and willingness to pay a premium price for 3D-printed food by combining personal innovativeness, perceived compatibility, perceived product value, desire to eat, and willingness to pay a premium price for 3D-printed food into a conceptual framework. Applying the extended theory of planned behavior (TPB) framework with personal innovativeness, perceived compatibility, and perceived product value, this study obtained data from 1540 respondents using an online cross-sectional questionnaire and utilized partial least squares structural equation modeling to verify the study hypotheses. The findings revealed that personal inventiveness, attitude, perceived compatibility, subjective norms, perceived product value, and perceived behavioral control exert a significant influence on the intention and willingness to pay a premium price for 3D-printed food. The result also showed that perceived behavior and intention significantly affect willingness to pay a premium price for 3D-printed food. Furthermore, the outcome confirmed that, with the exception of the link between perceived product value, subjective norms, and willingness to pay a premium price for 3D-printed food, intention serves as a significant mediator in the relationship between factors and willingness to pay a premium price for 3D-printed food. This research contributes to the theoretical understanding of the factors that influence consumers’ intention to consume and willingness to pay a premium for 3D-printed food, providing new insights from new variables and broadening the scope of the TPB’s original model in the perspective of new food settings and Asian nations. These findings imply that 3D-printed food sellers in the Asian market need to pay more attention to the factors that stimulate customers’ intentions, which, in turn, affect consumers’ views of perceived product value and improve their readiness to pay a premium price for 3D-printed food.