Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. Value–Attitude–Behavior Model
2.1.1. Utilitarian Value
2.1.2. Hedonic Value
2.2. Theory of Planned Behavior
2.2.1. Attitude
2.2.2. Subjective Norm
2.2.3. Perceived Behavioral Control
2.2.4. Behavioral Intention
2.3. Product Novelty
2.4. Sensory Stimulation
3. Research Methodology
3.1. Research Framework
3.2. Research Questionnaire Design
3.2.1. Conceptual Introduction
3.2.2. Psychological Constructs Measurement
3.2.3. Adding Additional Variables
3.2.4. Scale Design and Demographic Data Collection
3.3. Sample Collection and Methods of Data Analysis
4. Analysis and Results
4.1. Demographic Analysis
4.2. Measurement Model: Reliability and Validity
4.3. Model Fit Test
4.4. Overall Model Path Analysis
4.4.1. Impact of Utilitarian and Hedonic Values
4.4.2. Application of the Theory of Planned Behavior
4.4.3. Examination of Product Novelty and Sensory Stimulation
4.4.4. Path Analysis Interpretation
5. Discussion
5.1. Impact of Utilitarian and Hedonic Values
5.2. Theory of Planned Behavior (TPB)
5.3. The Impact of Product Novelty on Behavioral Intentions
5.4. The Impact of Sensory Stimulation on Behavioral Intentions
6. Conclusions
6.1. Research Conclusions
6.2. Management Recommendations
6.3. Research Limitations and Future Research Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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N = 407 | Item | Population | Percentage (%) |
---|---|---|---|
Gender | Male | 161 | 39.6 |
Female | 246 | 60.4 | |
Age | 18–30 years | 96 | 23.6 |
31–40 years | 185 | 45.5 | |
41–50 years | 96 | 23.6 | |
51–60 years | 25 | 6.1 | |
61 years and above | 5 | 1.2 | |
Level of Education | Junior high school or below | 9 | 2.2 |
High school/vocational | 59 | 14.5 | |
College/university | 299 | 73.5 | |
Master’s or above | 40 | 9.8 | |
Monthly personal income | Less than NTD 20,000 (USD 660) (inclusive) | 35 | 8.6 |
NTD 20,001–40,000 (USD 660–1320) | 160 | 39.3 | |
NTD 40,001–60,000 (USD 1320–1980) | 139 | 34.2 | |
NTD 60,001–80,000 (USD 1980–2640) | 47 | 11.5 | |
NTD 80,001–100,000 (USD 2640–3300) | 16 | 3.9 | |
Above NTD 100,001 (USD 3300) | 10 | 2.5 |
Variables/Items | Standardized Factor Loading | AVE | CR | Cronbach’s α |
---|---|---|---|---|
Attitude (ATT) | 0.706 | 0.905 | 0.858 | |
1. Do you think that dishes prepared using molecular cooking techniques can be safely consumed? | 0.839 *** | |||
2. Do you think that molecular cuisine tastes better than traditional cuisine? | 0.862 *** | |||
3. Do you think that the quality of molecular cuisine is higher than that of traditional cuisine? | 0.868 *** | |||
4. Do you think that the sources of ingredients and cooking methods used in molecular cuisine can reduce food waste? | 0.789 *** | |||
Subject norms (SN) | 0.721 | 0.885 | 0.806 | |
1. When choosing to enjoy the molecular cuisine, do you consider your family’s opinions? | 0.860 *** | |||
2. When choosing to enjoy the molecular cuisine, do you consider your friends’ opinions? | 0.899 *** | |||
3. When choosing to enjoy molecular cuisine, do you refer to information from the media? | 0.784 *** | |||
Perceived behavioral control (PBC) | 0.780 | 0.914 | 0.859 | |
1. Do you think molecular cuisine is a common cooking technique and dish? | 0.884 *** | |||
2. Do you think that molecular cuisine is easy to acquire? | 0.907 *** | |||
3. Do you think you can afford molecular cuisine? | 0.858 *** | |||
Utilitarian value (UV) | 0.667 | 0.857 | 0.744 | |
1. Do you think that the style of molecular cuisine is convenient to enjoy? | 0.802 *** | |||
2. Do you think the portion size of molecular cuisine can fill you up? | 0.830 *** | |||
3. Do you think the ingredients in dishes prepared with molecular cooking techniques are beneficial to health? | 0.818 *** | |||
Hedonic value (HV) | 0.703 | 0.922 | 0.893 | |
1. Do you think that the dining experience of molecular cuisine makes you feel pleasant? | 0.875 *** | |||
2. Do you think the process of enjoying molecular cuisine makes you feel relaxed? | 0.842 *** | |||
3. Do you think that the cooking techniques and dining process of molecular cuisine provide you with enjoyment? | 0.814 *** | |||
4. Do you think the services and dishes provided by molecular cuisine restaurants make you feel satisfied? | 0.856 *** | |||
5. Compared to traditional cuisine, do you think molecular cuisine offers a higher entertainment value? | 0.804 *** | |||
Product novelty (PV) | 0.814 | 0.946 | 0.924 | |
1. Do you think that the type of dish in molecular cuisine is something you have never seen before? | 0.900 *** | |||
2. Do you think that the cooking techniques of molecular cuisine are something you have never seen before? | 0.893 *** | |||
3. Do you think that the dining experience of molecular cuisine is something you have never experienced before? | 0.909 *** | |||
4. Do you think that the way molecular cuisine is enjoyed is something you have never experienced before? | 0.906 *** | |||
Sensory stimulation (SS) | 0.729 | 0.931 | 0.907 | |
1. Do you think that the appearance of molecular cuisine is more attractive than that of regular dishes? | 0.850 *** | |||
2. Do you think that the texture of the molecular cuisine can enhance deliciousness? | 0.850 *** | |||
3. Do you think that the aroma emitted by molecular cuisine is better at showcasing the dish’s characteristics than that of traditional cuisine? | 0.883 *** | |||
4. Do you think that the flavors of molecular cuisine are more unique than those of traditional cuisine? | 0.856 *** | |||
5. Do you think the sounds made during cooking or consumption of molecular cuisine are more appetizing than those of traditional cuisine? | 0.828 *** | |||
Behavioral intentions (BI) | 0.738 | 0.918 | 0.879 | |
1. Do you think you would recommend molecular medicine to others? | 0.869 *** | |||
2. Do you think you would post pictures of your enjoyment of molecular cuisine on social media? | 0.828 *** | |||
3. If given this chance, would you be willing to enjoy molecular cuisine again? | 0.904 *** | |||
4. Can you predict what kind of dish you would choose if you were to enjoy molecular cuisine? | 0.833 *** |
Mean | Standard Deviation | UV | HV | ATT | SN | PBC | PN | SS | BI | |
---|---|---|---|---|---|---|---|---|---|---|
UV | 4.50 | 1.14 | 0.817 | |||||||
HV | 4.94 | 1.01 | 0.541 ** | 0.838 | ||||||
ATT | 4.72 | 1.04 | 0.635 ** | 0.750 ** | 0.840 | |||||
SN | 4.86 | 1.08 | 0.425 ** | 0.521 ** | 0.504 ** | 0.849 | ||||
PBC | 4.21 | 1.30 | 0.688 ** | 0.529 ** | 0.692 ** | 0.409 ** | 0.883 | |||
PN | 4.75 | 1.25 | 0.384 ** | 0.389 ** | 0.409 ** | 0.397 ** | 0.299 ** | 0.902 | ||
SS | 4.88 | 1.07 | 0.550 ** | 0.778 ** | 0.768 ** | 0.514 ** | 0.589 ** | 0.434 ** | 0.854 | |
BI | 4.73 | 1.16 | 0.646 ** | 0.784 ** | 0.770 ** | 0.511 ** | 0.719 ** | 0.416 ** | 0.791 ** | 0.859 |
Statistic | Recommended Value | Obtained Value | Meets Standard |
---|---|---|---|
χ2/dƒ | <3 | 1207.841/406 = 2.98 | Yes |
SRMR | <0.08 | 0.087 | No |
RMSEA | ≤0.05 (marginal fit) 0.05–0.08 (good fit) 0.08–0.10 (moderate fit) >0.10 (poor fit) | 0.070 | Good fit |
NFI | >0.9 | 0.879 | No |
CFI | >0.9 | 0.916 | Yes |
IFI | >0.9 | 0.916 | Yes |
TLI | >0.9 | 0.903 | Yes |
PNFI | >0.5 | 0.767 | Yes |
PCFI | >0.5 | 0.799 | Yes |
Hypothesized Paths | Unstandardized Coefficient | Standardized Coefficients | S.E. | C.R. | p | Verification Results |
---|---|---|---|---|---|---|
H1: UV → ATT | 1.033 | 0.414 *** | 0.278 | 5.578 | <0.001 | Supported |
H2: HV → ATT | 2.041 | 0.817 *** | 0.185 | 7.331 | <0.001 | Supported |
H3: ATT → BI | 0.573 | 0.641 *** | 0.100 | 5.753 | <0.001 | Supported |
H4: SNs → BI | 0.039 | 0.017 | 0.039 | 0.366 | <0.001 | Unsupported |
H5: PBC → BI | 0.834 | 0.374 *** | 0.834 | 5.050 | <0.001 | Supported |
H6: PN → BI | 0.096 | 0.043 | 0.100 | 0.965 | <0.001 | Unsupported |
H7: SS → BI | 1.109 | 0.497 *** | 0.197 | 5.644 | <0.001 | Supported |
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Chang, M.-Y.; Huang, C.-X.; Lin, I.-K.; Chen, H.-S. Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry. Foods 2025, 14, 209. https://doi.org/10.3390/foods14020209
Chang M-Y, Huang C-X, Lin I-K, Chen H-S. Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry. Foods. 2025; 14(2):209. https://doi.org/10.3390/foods14020209
Chicago/Turabian StyleChang, Min-Yen, Chiao-Xuan Huang, I-Kai Lin, and Han-Shen Chen. 2025. "Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry" Foods 14, no. 2: 209. https://doi.org/10.3390/foods14020209
APA StyleChang, M.-Y., Huang, C.-X., Lin, I.-K., & Chen, H.-S. (2025). Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry. Foods, 14(2), 209. https://doi.org/10.3390/foods14020209