Tomorrow Taste Comes Today: Exploring Customers' Intention to Buy 3D Printed Food in Egyptian Restaurants | ||
| Pharos International Journal of Tourism and Hospitality | ||
| Volume 1, Issue 1, September 2022, Pages 31-48 PDF (779.28 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/pijth.2022.264346 | ||
| Authors | ||
| Mohamed Nassar1; Amr Fouad2 | ||
| 1Hotel Studies Department, Faculty of Tourism and Hotels, Alexandria University | ||
| 2Hotel Management Department, Faculty of Tourism and Hotel Management, Pharos University in Alexandria | ||
| 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, 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. | ||
| Keywords | ||
| Additive manufacturing; 3D printing; Food service; Food characteristics; VAB model | ||
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