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The effects of consumer knowledge on the willingness to buy insect food: An exploratory cross-regional study in Northern and Central Europe
Department of Marketing and International Business, Turku School of Economics, University of Turku, Finland.
Functional Foods Forum, University of Turku, Finland.
Pori Unit, Turku School of Economics, University of Turku, Finland.
Faculty of International Relations, University of Economics, Prague 3, Czech Republic.
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2018 (English)In: Food Quality and Preference, ISSN 0950-3293, E-ISSN 1873-6343, Vol. 70, p. 1-10Article in journal (Refereed) Published
Abstract [en]

This exploratory study investigates how consumer knowledge influences willingness to buy (WTB) insect food products. A comparative approach between Northern and Central Europe is adopted to explore whether consumer knowledge has different effects on WTB across cultural areas in Europe. The study analyses consumer survey data collected in Finland, Sweden, Germany, and the Czech Republic (N = 887) with structural equation modelling and multi-group models. The results suggest that the effects of distinct types of knowledge and food neophobia on WTB are mainly indirect and mediated by general attitudes, with these effects differing significantly between Northern and Central Europe. In Northern Europe, the consumers' objective and subjective knowledge of insect food predict WTB as much as previous product-related experiences and food neophobia. In Central Europe, product-related experiences and food neophobia are superior predictors to subjective and objective knowledge. Moreover, consumers in Northern Europe generally have a more positive attitude towards insect food than consumers in Central Europe. Possible explanations for the regional differences are discussed, and implications are suggested on how the region-specific features should be regarded when developing consumer education and promotion strategies for insect food.

Place, publisher, year, edition, pages
Oxon, UK: Elsevier, 2018. Vol. 70, p. 1-10
Keywords [en]
Insect food, Subjective knowledge, Objective knowledge, Product-related experiences, Willingness to buy, Food neophobia
National Category
Business Administration Psychology
Research subject
Business Administration; Psychology
Identifiers
URN: urn:nbn:se:kau:diva-69032DOI: 10.1016/j.foodqual.2016.12.006ISI: 000436914200001OAI: oai:DiVA.org:kau-69032DiVA, id: diva2:1245556
Conference
7th European Conference on Sensory and Consumer Research, SEP 11-14, 2016, Dijon, FRANCE
Available from: 2018-09-05 Created: 2018-09-05 Last updated: 2018-09-13Bibliographically approved

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Otterbring, Tobias

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