Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry

The increasing popularity of social media and the growth of gourmet food culture have elevated molecular gastronomy as a unique dining experience that enhances consumers' perceptions of value through innovative food presentation and sensory marketing strategies. This study investigates consumer acceptance of molecular gastronomy by utilizing the value-attitude-behavior (VAB) model and the Theory of Planned Behavior (TPB). We examine the interplay between utilitarian and hedonic values, product innovation, and sensory stimulation to understand consumer reactions and attitudes toward molecular gastronomy. Through convenience sampling, we surveyed individuals who had experienced molecular gastronomy, collecting 407 valid responses, with a response rate of 95.3%. Our findings reveal that both utilitarian and hedonic values significantly influence consumers' attitudes (β = 0.635, <i>p</i> < 0.01; β = 0.750, <i>p</i> < 0.01). Attitudes, perceived behavioral control, and sensory stimulation play crucial roles in shaping behavioral intentions (β = 0.770, <i>p</i> < 0.01; β = 0.719, <i>p</i> < 0.01; β = 0.791, <i>p</i> < 0.01). Although subjective norms and product novelty also have positive effects on intentions, their impact is less significant (β = 0.511, <i>p</i> < 0.01; β = 0.416, <i>p</i> < 0.01). These insights suggest that practitioners in the dining industry should prioritize utilitarian value, hedonic appeal, consumer attitudes, perceived behavioral control, and sensory experiences when creating and marketing molecular gastronomy dishes. This research not only enhances our understanding of consumer behavior within this innovative culinary domain but also offers practical strategies for boosting market acceptance and engagement with such avant-garde dining experiences.