diff --git a/flask_apispec/annotations.py b/flask_apispec/annotations.py
index 6e1992c..f3b16e8 100644
--- a/flask_apispec/annotations.py
+++ b/flask_apispec/annotations.py
@@ -37,8 +37,8 @@ def wrapper(func):
         return activate(func)
     return wrapper
 
-
-def marshal_with(schema, code='default', description='', inherit=None, apply=None):
+def marshal_with(schema, code='default', description='', content_type=None,
+                 inherit=None, apply=None):
     """Marshal the return value of the decorated view function using the
     specified schema.
 
@@ -57,6 +57,7 @@ def get_pet(pet_id):
     :param schema: :class:`Schema <marshmallow.Schema>` class or instance, or `None`
     :param code: Optional HTTP response code
     :param description: Optional response description
+    :param content_type: Optional response content type header (only used in OpenAPI 3.x)
     :param inherit: Inherit schemas from parent classes
     :param apply: Marshal response with specified schema
     """
@@ -65,6 +66,7 @@ def wrapper(func):
             code: {
                 'schema': schema or {},
                 'description': description,
+                'content_type': content_type,
             },
         }
         annotate(func, 'schemas', [options], inherit=inherit, apply=apply)
diff --git a/flask_apispec/apidoc.py b/flask_apispec/apidoc.py
index de539cd..08f644f 100644
--- a/flask_apispec/apidoc.py
+++ b/flask_apispec/apidoc.py
@@ -93,7 +93,26 @@ def get_parameters(self, rule, view, docs, parent=None):
 
     def get_responses(self, view, parent=None):
         annotation = resolve_annotations(view, 'schemas', parent)
-        return merge_recursive(annotation.options)
+        options = []
+        for option in annotation.options:
+            exploded = {}
+            for status_code, meta in option.items():
+                if self.spec.openapi_version.major < 3:
+                    meta.pop('content_type', None)
+                    exploded[status_code] = meta
+                else:
+                    content_type = meta['content_type'] or 'application/json'
+                    exploded[status_code] = {
+                        'content': {
+                            content_type: {
+                                'schema': meta['schema']
+                            }
+                        }
+                    }
+                    if meta['description']:
+                        exploded[status_code]['description'] = meta['description']
+            options.append(exploded)
+        return merge_recursive(options)
 
 class ViewConverter(Converter):
 
diff --git a/tests/test_openapi.py b/tests/test_openapi.py
index afa00fa..8d941df 100644
--- a/tests/test_openapi.py
+++ b/tests/test_openapi.py
@@ -24,6 +24,15 @@ def spec(marshmallow_plugin):
         plugins=[marshmallow_plugin],
     )
 
+@pytest.fixture
+def spec_oapi3(marshmallow_plugin):
+    return APISpec(
+        title='title',
+        version='v1',
+        openapi_version='3.0',
+        plugins=[marshmallow_plugin],
+    )
+
 @pytest.fixture()
 def openapi(marshmallow_plugin):
     return marshmallow_plugin.openapi
@@ -88,6 +97,51 @@ def test_responses(self, schemas, path, openapi):
     def test_tags(self, path):
         assert path['get']['tags'] == ['band']
 
+class TestFunctionView_OpenAPI3:
+
+    @pytest.fixture
+    def function_view(self, app, models, schemas):
+        @app.route('/bands/<int:band_id>/')
+        @doc(tags=['band'])
+        @use_kwargs({'name': fields.Str(missing='queen')}, locations=('query',))
+        @marshal_with(schemas.BandSchema, description='a band', content_type='text/json')
+        def get_band(band_id):
+            return models.Band(name='slowdive', genre='spacerock')
+
+        return get_band
+
+    @pytest.fixture
+    def path(self, app, spec_oapi3, function_view):
+        converter = ViewConverter(app=app, spec=spec_oapi3)
+        paths = converter.convert(function_view)
+        for path in paths:
+            spec_oapi3.path(**path)
+        return spec_oapi3._paths['/bands/{band_id}/']
+
+    def test_params(self, app, path):
+        params = path['get']['parameters']
+        rule = app.url_map._rules_by_endpoint['get_band'][0]
+        expected = (
+                [{
+                    'in': 'query',
+                    'name': 'name',
+                    'required': False,
+                    'schema': {
+                        'type': 'string',
+                        'default': 'queen',
+                    }
+                }] + rule_to_params(rule)
+        )
+        assert params == expected
+
+    def test_responses(self, schemas, path, openapi):
+        response = path['get']['responses']['default']
+        assert response['description'] == 'a band'
+        assert response['content'] == {'text/json': {'schema': {'$ref': ref_path(openapi.spec) + 'Band'}}}
+
+    def test_tags(self, path):
+        assert path['get']['tags'] == ['band']
+
 class TestArgSchema:
 
     @pytest.fixture