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Edible Insects: How to Increase the Sustainable Consumption Behavior among Restaurant Consumers

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  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143747, Korea)

  • Jinkyung-Jenny Kim

    (School of Hotel and Tourism Management, Youngsan University, 142 BansongBeltway, Haeundae-Gu, Busan 48015, Korea)

Abstract

Edible insects deserve increased attention as green food source in today’s society and more restaurants embrace them to promote sustainable consumption behavior. This study was design to explore how consumers’ behavioral intentions to use edible insect restaurants were formed based on the theory of planned behavior (TPB) model. Furthermore, the study attempted to deepen TPB by including the moderating role of product knowledge. A total of 440 samples were collected by online survey in South Korea, and the results of structural equation modeling found that all of the hypotheses have been statistically accepted. Additionally, the results of multiple group analysis indicated that product knowledge moderated the link between subjective norm and behavioral intentions. On a basis of the analysis results, we provided significant theoretical implications and practical implications how to increase future sustainable food consumption intention.

Suggested Citation

  • Jinsoo Hwang & Jinkyung-Jenny Kim, 2021. "Edible Insects: How to Increase the Sustainable Consumption Behavior among Restaurant Consumers," IJERPH, MDPI, vol. 18(12), pages 1-16, June.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:12:p:6520-:d:576542
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    References listed on IDEAS

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    Cited by:

    1. Heather Markham Kim & Kyuhyeon Joo & Jinsoo Hwang, 2022. "Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control," Sustainability, MDPI, vol. 14(16), pages 1-15, August.
    2. Newton R. Matandirotya & Walter Leal Filho & Gaathier Mahed & Basil Maseko & Cleophas V. Murandu, 2022. "Edible Insects Consumption in Africa towards Environmental Health and Sustainable Food Systems: A Bibliometric Study," IJERPH, MDPI, vol. 19(22), pages 1-17, November.

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