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 acce...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-01-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/14/2/209 |
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| author | Min-Yen Chang Chiao-Xuan Huang I-Kai Lin Han-Shen Chen |
| author_facet | Min-Yen Chang Chiao-Xuan Huang I-Kai Lin Han-Shen Chen |
| author_sort | Min-Yen Chang |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-41d520f2b6cf4e94a9de00ac34dbae93 |
| institution | Kabale University |
| issn | 2304-8158 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj-art-41d520f2b6cf4e94a9de00ac34dbae932025-01-24T13:32:52ZengMDPI AGFoods2304-81582025-01-0114220910.3390/foods14020209Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food IndustryMin-Yen Chang0Chiao-Xuan Huang1I-Kai Lin2Han-Shen Chen3Department of Accounting, Jiaxing University, Jiaxing 314001, ChinaDepartment of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, TaiwanDepartment of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, TaiwanDepartment of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, TaiwanThe 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.https://www.mdpi.com/2304-8158/14/2/209molecular gastronomyutilitarian valuehedonic valueproduct noveltysensory stimulation |
| spellingShingle | Min-Yen Chang Chiao-Xuan Huang I-Kai Lin Han-Shen Chen Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry Foods molecular gastronomy utilitarian value hedonic value product novelty sensory stimulation |
| title | Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry |
| title_full | Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry |
| title_fullStr | Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry |
| title_full_unstemmed | Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry |
| title_short | Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry |
| title_sort | exploring product innovation and consumer attitudes in molecular gastronomy marketing insights for the gourmet food industry |
| topic | molecular gastronomy utilitarian value hedonic value product novelty sensory stimulation |
| url | https://www.mdpi.com/2304-8158/14/2/209 |
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