Which factors affect the Italian consumer’s intention to insect-eating? An application of an integrated attitude-intention-eating model

This research explored the role of key socio-psychological dimensions on individuals’ intention to eat insect-based foods (IEIBF). In particular, the theoretical framework included biospheric values and social norms, whose impact on pro-environmental choices has been largely evidenced, but also those factors related to animal welfare and neophobia/neophilia attitudes. An online survey was carried out in different Italian regions intercepting 1402 individuals to verify the relationships predicted by our proposed model, i.e. the Integrated Sustainable Neophilic Insect-based Eating Model (ISNIEM), for predicting IEIBF. Participants completed a survey containing measures of IEIBF, biospheric values, general pro-environmental beliefs, attitude toward sustainability, food neophilia, concern for insect welfare, and social norms (both injunctive and descriptive). Structural Equation Modelling (SEM) technique was used for testing the ISNIEM. The main findings show that individuals having higher concern about environmental and ethical sustainability are more open to eating insects, especially if the latter are treated ethically. Overall, these results suggest that a typical consumer of insect foods is likely to be driven to their consumption from one side by curiosity (related to the neophilia dimension), and from the other side either by the sense of responsibility towards the environment or by the concern for ethical issues (i.e., animal welfare). The integrated attitude-food-intention model used to explore intention to eat insect foods (IEIBF) with a visual scheme represents an innovative approach in the study of consumer behaviour.