Catherine Williamson

Abstract:

Edible insects are increasingly promoted as a sustainable alternative to traditional protein sources (e.g., red meat) due to their environmental efficiency and high nutritional value. However, consumer acceptance in Western cultures remains limited. This study investigates whether product type (i.e., animal-based versus non-animal-based) shapes consumer responses to edible insect-based foods. In an experiment, participants viewed images of either a beef burger followed by a cricket burger or potato chips followed by cricket chips. Measures included physiological responses (fixation duration, pupil dilation, heart rate), taste expectations, attitudes, anticipated emotions, desire to eat, and coupon interest. Results showed that cricket-based food products elicited stronger physiological responses compared to their regular counterparts. However, physiological responses did not depend on product type. Additionally, cricket chips generated more positive taste expectations, which in turn enhanced desire to eat and purchase interest. No significant differences were observed between product types in terms of attitudes or anticipated emotions. Mediation analyses confirmed that taste expectations indirectly explained the effect of product type on purchase interest. These findings highlight the central role of sensory expectations in consumer acceptance and offer valuable insights for marketing alternative proteins.