Although recent literature has shown that switching to an insect-based diet could provide several relevant advantages—from a nutritional, environmental, economic and ecological point of view—the potential growth of insects as everyday food is still unclear. Despite a growing literature on consumer acceptance and product preference for insect-based food, a segmentation of this future and possible market has never been proposed. Therefore, in the present paper, a market segmentation based on the Food Related Lifestyle Scale (FRLS), was performed in order to predict consumers’ willingness to eat (WTE) edible insects. Moreover, the role of perceived behavioural control is taken into account. Results shows that the novelty and benefits of insect consumption have generated much interest in edible insects amongst consumers belonging to the Rational cluster, who showed the highest intention to introduce insects in their diet, thus confirming the presence of a niche of “early adopters”. In addition, perceived behavioural control was the major driver of intention. Implications for attempts to encourage people to incorporate insect-based foods into their diet are discussed, with special reference to the role of marketing campaigns.

The aim of the research here presented is to describe and compare the social representations of entomophagy co-constructed and circulating among different groups of consumers. Social representations theory (SRT) allows us to understand a social reality that the individual builds based on his own experience in everyday life symbolic exchanges, whose primary function is to adapt concepts and abstract ideas using objectification and anchoring processes. We carried out this research within the structural approach methodological framework. We explored the structure (central core and peripheral schemes) and the content (information, opinions, attitudes, and beliefs) of the social representations of entomophagy by using mixed methodological strategies (hierarchized evocations, validated scales, check-list, projective tool, open-ended questions). Data were processed employing different R packages. The main results show an essential role played by generative processes (objectification and anchoring) as well as cognitive polyphasia and thémata in the co-construction of the social representations of entomophagy. Data could help in understanding the sensory characteristics of “insects as food” that should be used or avoided, for example, in communication aimed to promote entomophagy.

Many studies have explored the antecedents of food waste in the framework of the theory of planned behavior (TPB). Scholars have also made efforts to add explaining variables to the original TPB, with mixed results; they often fail to demonstrate the incremental validity of the extended models. In the current study, we sought to assess whether an extended TPB model including social emotions and Good Provider norms could predict intention to reduce food waste. We also measured two behaviors which may be predicted by intentions to reduce food waste: (1) reducing servings and (2) using leftovers. The results show that social emotions help explain leftovers utilization, whereas the Good Provider norms are inversely correlated to the reduction of servings. Compared to the traditional TPB model, the extended version has more predictive power, especially as regards reducing servings.

In recent years, a great deal of research has been conducted on consumers’ attitudes and beliefs in favor and against alternative proteins (AP). By contrast, a much more limited research effort has been devoted to understanding stakeholders’ point of view. The current work provides a first systematic review of the existing literature on stakeholders’ beliefs towards alternative protein sources. Moreover, a secondary content analysis was carried out on the selected studies, providing an overview of the major themes emerging from the existing literature in relation to utilitarian, normative, and control beliefs that stakeholders hold towards AP. Results showed that stakeholders’ beliefs are very different from those that emerged from previous research on consumers’ views. Overall, stakeholders appear much more aware, compared to consumers, of the implications of using alternative proteins in relation to the main pillars of sustainability (economic, environmental, social). Stakeholders’ beliefs were grouped into 13 categories, such as “economics”, “consumers”, and “rules”. With respect to future scenarios, they attribute an important role to political institutions, with respect to both economic and communication aspects, which they consider crucial to overcome persistent consumer skepticism.

Currently, insects are considered as a promising alternative protein source due to their nutritional content and their environmental sustainability. Notwithstanding this, generally consumers show reluctance towards the introduction of edible insects into their diet, mostly influenced by food neophobia. Persuasive communication strategies (e.g., informational vs. emotional appeals) have been a major topic in consumer behavior research. Scholars often refer to the construct of message sensation value (MSV), which is defined as the intensity of audio, visual, and content features of a message that elicit sensory, affective, and arousal responses. In this work, a computer-based experiment (N = 148) was conducted to investigate the effectiveness of messages based on different levels of MSV in promoting the intention to eat insect-based foods, and interactions between MSV and food neophobia. Results indicate that, MSV, food neophobia, and their interaction significantly affect the willingness to consume insect-based food products with or without visible insects, highlighting novel pathways for segmenting consumers, in order to strengthen the communication effects.