Motivated to intend: exploring consumer innovativeness and overall image in cloud kitchen adoption

Purpose Cloud Kitchens have emerged as an innovative online food delivery service (OFDS) format, yet little is known about how consumers evaluate and adopt these digitally mediated, delivery-only models. This study examines how four dimensions of Motivated Consumer Innovativeness (MCI) – functional, hedonic, cognitive, and social – shape consumers' overall image, attitude, and behavioural intention toward Cloud Kitchen services. Design/methodology/approach Data were collected from 302 OFDS users in India and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) through SmartPLS 4.0. Findings Functional MCI emerged as the strongest driver of overall image and attitude, underscoring the role of utilitarian motivations in evaluative formation. Hedonic MCI exerted a significant direct effect on behavioural intention and additional indirect effects through evaluative mechanisms. Social MCI influenced behavioural intention only indirectly via overall image and attitude, while cognitive MCI showed no significant effects. These findings highlight the central role of evaluative processes in the adoption of delivery-only food service models lacking physical cues. Practical implications The study guides Cloud Kitchen operators seeking to enhance adoption. Strengthening operational reliability, designing emotionally engaging digital and food experiences, and improving transparency can significantly improve consumer evaluations and encourage repeat use. Originality/value This study advances theoretical understanding by integrating MCI with evaluative constructs to explain Cloud Kitchen adoption and offers practical insights for managing emerging OFDS formats.