An Exploration and Investigation of Edible Insect Consumption: The Impacts of Image and Description on Risk Perceptions and Purchase Intent

ABSTRACT 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.