Assessment of Health Values, Beliefs, Norms, and Behavior towards Consumption Intention of 3D-Bioprinted Meat

Abstract

Continuous innovation in product development further enhances consumer appeal and contributes to a more sustainable and ethical food system. This study used the health belief model (HBM) and value–belief–norm (VBN) theory to investigate the customer perceptions of and intentions towards 3D-bioprinted meat. Specifically, this study examined consumer behavior factors using higher-order partial least squares structural equation modeling (PLS-SEM). Data were collected from 738 meat consumers through online survey questions, distributed among social groups and face-to-face distribution—limiting only to respondents who are familiar with 3D-bioprinted meats. Using a filtering question, only those who are familiar with and have knowledge of the topic were considered valid respondents. Based on the results, all variables under the integrated theories were deemed significant. Consumers’ perceptions of 3D-bioprinted meat are also shaped by altruism, egoism, biospheric concern, and willingness to change. The findings revealed that buyers rationally choose benefits over social or personal values. The study emphasized educating consumers, being transparent about production, and constantly innovating for higher acceptance of 3D-bioprinted meat. In order to foster consumer confidence, it is essential to prioritize transparency in the production process, encompassing information regarding sourcing and manufacturing methods. Certifications that validate safety and quality standards serve to reinforce this notion. In addition, the implementation of competitive pricing strategies has the potential to enhance the accessibility of 3D-bioprinted meat, whereas industry partnerships can aid in distribution operations and improve market visibility—all of which extend the practical implications developed for this study. Moreover, the foundation of the integrated framework promotes its extension and application outside technology-based meat production. This could also be considered and utilized among other studies on developed food and food consumption.