The impact of consumer familiarity on edible insect food product purchase and expected liking: The role of media trust and purchase activism

Abstract

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.

Storage characteristics of two‐spotted cricket (Gryllus bimaculatus De Geer) powder according to drying method and storage temperature

“…Based on 100 g of dry weight, the two-spotted cricket contains about 60 g of protein, 15 g of fat, 13.8% essential branched amino acids (such as valine, leucine, and isoleucine), and 2.1% glutamate (which is a representative ingredient that produces the umami taste) (Van Huis et al 2013;Ghosh et al 2017). However, since there remains a stigma attached to the consumption of insects as food in many cultures (Legendre et al 2019), industrial production of edible insects such as the two-spotted cricket is currently limited. Therefore, comprehensive and systematic research into the use of insects as food is required (Ryu et al 2017: Karlmax et al 2018: Song et al 2018.…”

“…However, since there remains a stigma attached to the consumption of insects as food in many cultures (Legendre et al . 2019), industrial production of edible insects such as the two‐spotted cricket is currently limited. Therefore, comprehensive and systematic research into the use of insects as food is required (Ryu et al .…”

Consumer value‐based edible insect market segmentation [edible insect market segmentation]

“…Due to media attention and legitimacy of its use (Legendre & Baker 2020), a significant growth in entrepreneurial activities is witnessed in the world, including the USA (Legendre et al . 2019). However, the industry still faces numerous challenges (Legendre et al .…”

“…However, the industry still faces numerous challenges (Legendre et al . 2019) as there is a significant consumer “yuck” factor in the commercialization process (Baker et al . 2016; Legendre & Baker 2020) and uncertainty in which consumer market(s) would be interested in consuming edible insect food products (Brunner & Nuttavuthisit 2019).…”

“…Edible insects as a source of food have been considered as a core future protein source (Brunner & Nuttavuthisit 2019). Due to media attention and legitimacy of its use , a significant growth in entrepreneurial activities is witnessed in the world, including the USA (Legendre et al 2019). However, the industry still faces numerous challenges (Legendre et al 2019) as there is a significant consumer "yuck" factor in the commercialization process (Baker et al 2016; and uncertainty in which consumer market(s) would be interested in consuming edible insect food products (Brunner & Nuttavuthisit 2019).…”