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

Abstract

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, 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 effect on customer attitude 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 the 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 been recommended the marketers and decision makers to 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 has positive effect on environment. Besides, it will help the people with allergies and elderly people to have the food that is suitable for them.