Do we have to know the hen that lays the eggs? How the disclosure timing of robot chef identity affects consumer perceived ethicality

Although large numbers of robot chefs have entered the restaurant industry, most restaurants using robot chefs do not disclose this information to consumers. Traditionally, human chefs are not identified. Since previous studies have demonstrated that consumers are reluctant to accept food cooked by robot chefs, not disclosing the identity of robot chefs seems to be a strategy for restaurants to increase customer patronage. However, the long-term impact of non-disclosure chef identity before consumption decisions on robotic restaurant development remains unclear. This study focuses on an important sustainability metric—business ethics. The results show that although the disclosure timing of human chefs has no effect, disclosing robot chef identity after (vs. before) consumption decisions reduces consumer perceived ethicality and thus decreases continuance patronage intention (Study 1), even if consumers are satisfied with the quality of food consumed (Study 2). Deception feeling plays a mediating role (Study 2). In addition, when consumers’ certainty of food quality before purchase is high, the robot chef identity disclosure timing will not affect consumer perceived ethicality (Study 3). This study extends research on robot chefs, robot ethics and signaling theory, and also provides implications for restaurant managers and policymakers.