“…The first objective was to understand the main drivers of food purchasing decisions. Based on the food choice literature [ 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 ], the main drivers in the decisional process were identified (Study 1). The second objective was to understand the optimal communication strategy to promote crackers made with earthworm flour.…”