UNDERSTANDING CONSUMERS’ INTENTION TO ACCEPT 3D-PRINTED FOOD: AN INVESTIGATION OF MUSLIM YOUTH IN MALAYSIA

Abstract

The research on 3D-food printing is substantial provided the current trend of using novel technologies for sustainable food production—from minimizing the food shortage, wastage to preserving environmental resources. Nevertheless, examining the potential acceptance of 3D-printed food among consumers is imperative before its commercial availability. Through a survey this study investigated whether three factors (product judgment, religious belief, and perceived risk) influence Muslim consumers’ intention to accept 3D-printed food. This study further examines if the theory of planned behaviour (TPB) core constructs mediate the above-addressed link. The data was collected from 250 Muslim youth respondents in Malaysia and was analysed via PLS-SEM. Findings suggest that 3DFP could satisfy specific niche Muslim market segments if risks and judgement associated with 3D-printed foods, consumers’ religious belief and TPB core constructs are taken into account for marketing 3D-printed food.