As a result of the dramatic increase in global population, food waste, and unsustainable practices, the United Nations urges the promotion of edible insects as an alternative food source. However, edible insects are perceived as an unappealing, disgusting food source despite the nutritional and sustainable advantages, especially among Westerners. Therefore, research is needed to bridge the gap between the call for examining alternative food sources and the marketing initiatives to improve purchasing behavior. This research draws upon information processing and risk perception theories to investigate reducing consumers’ negative perceptions toward edible insect food products. The first study examines the effect of image and description in a retail setting while the second study examines a restaurant setting. Results find that in retail settings image was the most significant in reducing perceptions of risk while in the restaurant setting menu description was most important. In addition, vague descriptions were more preferable to explicit descriptions in minimizing risk and increasing purchase intention. Finally, the research provides meaningful implications for the marketers who endeavor to promote alternative food products as well as any products that involve negative and unfamiliar perceptions.

The purpose of this paper is to provide an overview of the edible insect industry in South Korea and present suggestions for future pricing and promotion strategies. In the first section of this paper, this study outlines the current status and challenges of the edible insect industry in the food market, the material market, the animal feed market, and the medicinal market. The second section of this paper suggests different pricing and promotion strategies for each market segment. This study describes how the consideration of personal traits, information framing, and increasing familiarity can enhance consumer consumption of insect-based foods.

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