From technology to the table: Discovering consumer acceptance of Silicon Valley-inspired foods

Abstract

This study investigates consumer acceptance of Silicon Valley-inspired foods by examining the cognitive, emotional, and behavioral processes that shape purchase intention. Silicon Valley-inspired foods represent the convergence of food and advanced technology and include applications such as 3D-printed foods, smart and sensory gardens, drone- and robot-assisted food delivery, advanced plant-based alternatives, and digitally supported food production systems. The study develops a conceptual model based on technology acceptance and planned behavior perspectives, focusing on Silicon Valley product perception, attractiveness, general attitude, perceived risk, and purchase intention. A quantitative research design was employed, and data were collected from 400 consumers. The proposed relationships were analyzed using Partial Least Squares Structural Equation Modeling. The findings indicate that perceptions of Silicon Valley-inspired foods positively influence attractiveness and general attitudes. Attitudinal evaluations have a significant positive effect on purchase intention, whereas the direct relationship between product perception and purchase intention is not significant. Perceived risk has a negative effect on purchase intention and constitutes an important barrier to the acceptance of innovative food technologies. The results demonstrate that consumers’ acceptance of technology-based food innovations is largely shaped by favorable attitudes and the reduction of perceived risks. Transparent communication, experiential marketing, sensory familiarity, and safety assurances are therefore recommended to support consumer confidence and market acceptance.