Drivers of purchase intention for novel culinary 3D-printed foods: an integrated KAB–UGT model

Purpose 3D-printed food represents an emerging frontier in the culinary and gastronomy world, combining technology, design and culinary arts to create novel dining experiences. Given its novelty, limited research has been conducted to examine consumer perspectives. This study aims to investigate how media influence shapes consumer attitudes, knowledge and sustainability awareness, and how these factors drive purchase intentions for 3D-printed food, grounded in the knowledge–attitude–behaviour (KAB) model and uses and gratifications theory (UGT). Design/methodology/approach Using a quantitative, correlational approach, an online survey was conducted in the Klang Valley, Malaysia, targeting consumers aged 18 and above. Of 1,181 responses, 783 valid responses were retained after outlier removal and data cleaning. The reliability and validity of the constructs were confirmed. Findings The findings revealed that attitude, knowledge and media influence purchase intention for 3D-printed food directly. Additionally, media significantly influences attitudes, knowledge and sustainability awareness. The mediating effect of attitude was also confirmed in the relationship between knowledge, media influence and purchase intention. Furthermore, knowledge mediates the relationship between media influence and purchase intention. Originality/value By integrating the KAB and UGT models, this study advances the understanding of consumer behaviour towards 3D-printed food. This study contributes to the growing body of literature by addressing the gap in consumer-focused research, particularly in the context of emerging markets such as Malaysia. It is among the earliest to explore the intricate dynamics between media influence, consumer attitudes, knowledge and sustainability awareness in shaping purchase intentions for 3D-printed food. By highlighting the mediating roles of attitude and knowledge, the study offers novel insights into how media-driven narratives and consumer education can foster market acceptance of this innovative gastronomic product.