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This study unravels the consumer value components of science-based cooking and examines how science-based cooked foods should be marketed in line with this value constructivism. A qualitative study approach was adopted based on the data from 22 semi-structured interviews with executive chefs in Turkey. Five interrelated consumer value components of science-based cooking were identified, namely functional, emotional, social, artistic, and epistemic. By highlighting the consumer value components of science-based cooking in the marketing context, the study contributes to the food-marketing literature and provides various suggestions for restaurant marketers.

Unraveling the Consumer Value Components of Science-Based Cooking: The Producer Perspective