This study aims to investigate the impact of consumer familiarity with edible insect food products on purchase intentions and expected liking. Based on persuasion and information processing theories, this study examines the roles of media trust and purchase activism as underlying psychological mechanisms. The findings of this study indicate that consumer familiarity contributes to the formation of media trust. It adds credibility to the media information and consumers can be more motivated to exercise their purchase activism as the edible insect food movement is closely related to social causes like sustainability. Activist motivation, then, changes consumers' behavioral outcomes such as purchase intention and expected liking of edible insect food products.
Consumers are the principal agents of consumption when edible insect cookies are launched into the market; therefore, there is a need for research into consumer perception of this product and the factors that could affect their choice. Therefore, through this study, we aimed to provide such information for the development and launch of edible insect cookies. We investigated the importance of product features of edible insect cookies and the part‐worth of the feature levels while predicting the market share of edible insect cookies that are currently in development. We constructed 16 main and four hold‐out profiles from six product features and 16 levels of features. Following analysis of data collected from 203 of 250 respondents, product features were found to be important in the descending order of “type”, “price”, “size”, “availability of nutrition facts”, “thickness” and “use of edible insects”. When the market share of an edible insect cookie with the optimal combination of product features was analyzed through choice simulation, it had the second‐highest share in the cookie market, thus suggesting a direction for the development of edible insect cookies.
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