Understanding Italian Consumers’ Intentions Toward Sustainable 3D-Printed Savory Snacks: An Extended Theory of Planned Behavior Approach

To address climate change, reducing food loss along the production and supply chain is a global priority. Addressing this challenge requires a shift in agrifood systems toward greater sustainability, in which new technologies and novel foods appear as promising strategies. Among emerging novel foods, 3D-printed foods are an interesting new food technology for food loss reduction, resource optimization, and by-product valorization. However, to reach market success, it needs consumer acceptance, a topic far unexplored, particularly in the Italian context. To fill the literature gap, this article investigates Italian consumers’ intention toward 3D-printed savory snacks using an extended Theory of Planned Behavior, based upon the relevant literature. Survey data were collected, and partial least squares structural equation modeling was performed to test research hypotheses. Results show that attitude and subjective norms are the strongest predictors of purchase intention. In addition, perceived usefulness is shown to be a powerful construct, positively impacting attitude and subjective norms, while self-identity as a green consumer reinforces perceptions of the benefits of 3D-printed foods. Sensory appeal impacts consumer attitude. These insights have practical policy and micro-level applications, suggesting tailored strategies, educational campaigns, and supportive policies and marketing campaigns for fostering acceptance of 3D printing in the agrifood sector.