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Are Consumers Ready to Consider Insect-Based Foods as a Sustainable Food Choice? An Application of the Extended Protection Motivation Theory to Italian Consumers

Author

Listed:
  • Antonella Vastola

    (Department of Agricultural Sciences, University of Naples Federico II, 80055 Portici, Italy)

  • Severino Romano

    (Department of Agricultural, Forestry, Food and Environmental Sciences, University of Basilicata, 85100 Potenza, Italy)

  • Mario Cozzi

    (Department of Agricultural, Forestry, Food and Environmental Sciences, University of Basilicata, 85100 Potenza, Italy)

  • Mauro Viccaro

    (Department of Agricultural, Forestry, Food and Environmental Sciences, University of Basilicata, 85100 Potenza, Italy)

Abstract

Adopting sustainable food choices is crucial to mitigating the environmental impacts of food production. Insect-based foods offer a promising alternative with low resource requirements and reduced greenhouse gas emissions. This study examines the psychological factors influencing consumers’ intentions to purchase insect-based foods using an extended protection motivation theory (PMT) model that includes disgust as a critical factor. Data from 233 Italian participants were analyzed through partial least squares structural equation modeling (PLS-SEM). Results indicate that perceived response efficacy—the belief in the environmental benefits of insect consumption—and self-efficacy—confidence in one’s ability to incorporate insect-based foods—positively influence purchase intentions. However, strong aversions rooted in disgust and low intrinsic motivation present major barriers, highlighting cultural resistance to entomophagy in Western contexts. Extrinsic motivators such as social recognition, perceived costs, and perceived severity or vulnerability to environmental issues had no significant effect. The findings suggest that effective strategies should focus on reducing disgust and strengthening consumer confidence, emphasizing the environmental benefits to shift attitudes toward sustainable dietary choices.

Suggested Citation

  • Antonella Vastola & Severino Romano & Mario Cozzi & Mauro Viccaro, 2024. "Are Consumers Ready to Consider Insect-Based Foods as a Sustainable Food Choice? An Application of the Extended Protection Motivation Theory to Italian Consumers," Agriculture, MDPI, vol. 14(12), pages 1-18, December.
    • Handle: RePEc:gam:jagris:v:14:y:2024:i:12:p:2232-:d:1538041
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    References listed on IDEAS

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    1. Suk Min Pang & Booi Chen Tan & Teck Chai Lau, 2021. "Antecedents of Consumers’ Purchase Intention towards Organic Food: Integration of Theory of Planned Behavior and Protection Motivation Theory," Sustainability, MDPI, vol. 13(9), pages 1-18, May.
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