Sustainable Bites: Can Health Goal Framing and Perceived Sustainability Reduce the Impact of Food Neophobia on the Intention to Purchase Insect-Based Products?

Food neophobia inhibits consumer acceptance of insect-based products due to unfamiliarity and insufficient information. Nevertheless, positive information and imagery, emphasizing health benefits and hedonic qualities, may lessen these barriers. Hence, Study 1 (N = 543) investigated whether combining message with product imagery versus only message positively influenced purchase intention for insect-based biscuits, and whether food neophobia moderated the aforementioned effect. Study 2 (N = 805) explored whether messages highlighting hedonic versus healthy goals mitigated the food neophobia effect on purchase intention for insect-based biscuits, and whether perceived product sustainability mediated this effect. Study 1 revealed a positive purchase intention combining message with product imagery; however, low food neophobia moderately reduced this effect. In study 2, participants exposed to healthy goals were more prone to purchase and attributed higher sustainability to insect-based biscuits. Connecting visual representations, health-related benefits, and perceived product sustainability in marketing messages may encourage purchases of insect-based biscuits and minimize food neophobia. Practical applicationsThis study offers important insights for marketing professionals and companies looking to promote insect-based food products, an emerging niche facing acceptance challenges. Study results reveal that a focus on product imagery and messages about health and sustainability benefits may enhance the intention to purchase insect-based biscuits and reduce the effect of food neophobia. Further, an emphasis on healthy and sustainability aspects of insect-based products could trigger consumer curiosity and interest, particularly in Brazil, where these products are gaining visibility in the marketplace. Other practical strategies involve pairing insect-based ingredients with familiar products (e.g., snacks, protein bars), together with transparent communication of the nutritional composition and environmental advantages of insect-based products through for example, food fairs and events, which may further promote trust and safety around these products. These strategies can further enhance acceptance of-and attenuate food neophobia towards-insect-based products, thus supporting the development of a more innovative and sustainable food industry.