Consumer preference and willingness to pay for 3D-printed chocolates: A discrete choice experiment

This study explores the emerging field of 3D food printing, specifically examining consumer preferences for 3D-printed chocolate bars. While 3D printing has revolutionized various industries, the consumer acceptance of 3D-printed food remains a relatively underexplored topic. A discrete choice experiment was conducted to investigate consumer preferences and willingness to pay for 3D-printed chocolate bars in the UK. Key attributes included in the study were price, chocolate type, and the use of 3D printing technology. Using a mixed logit model, preference heterogeneity was assessed, revealing a general inclination towards 3D-printed chocolates, with an estimated increase in willingness to pay of £0.21 per 100 g. Furthermore, the influence of individual (participants’) characteristics, such as age, gender, prior knowledge of 3D food printing, and food technology neophobia, on perceived benefits associated with this technology and willingness to pay was also explored, using a structural equation modeling analysis. The results indicated that only perceived hedonic benefits, such as improved texture, positively impacted the willingness to pay, while food technology neophobia acted as a significant barrier. The results of this study therefore contribute valuable insights into the consumer acceptance of 3D-printed foods, specifically chocolates, highlighting potential avenues for market adoption and emphasizing the importance of effective communication in shaping consumer attitudes toward novel food processing technologies.