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Edible Insects: How to Increase the Sustainable Consumption Behavior among Restaurant Consumers
Jinsoo Hwang1, Jinkyung-Jenny Kim2
1The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143747, Korea.
Summary
Edible insects are a sustainable food source. Consumer intention to dine at insect restaurants is influenced by attitudes, subjective norms, and perceived behavioral control, with product knowledge playing a key role.
Area of Science:
- Environmental Science
- Consumer Behavior
- Food Science
Background:
- Growing demand for sustainable food sources.
- Edible insects offer a green alternative to traditional livestock.
- Restaurants are increasingly incorporating edible insects.
Purpose of the Study:
- To investigate consumer behavioral intentions towards edible insect restaurants.
- To apply the Theory of Planned Behavior (TPB) model.
- To examine the moderating effect of product knowledge on TPB constructs.
Main Methods:
- Online survey conducted in South Korea with 440 participants.
- Structural Equation Modeling (SEM) used for data analysis.
- Multiple group analysis to test moderation effects.
Main Results:
- All hypotheses derived from the TPB model were statistically supported.
- Attitude, subjective norm, and perceived behavioral control positively influenced behavioral intentions.
- Product knowledge significantly moderated the relationship between subjective norm and behavioral intentions.
Conclusions:
- The TPB model effectively explains consumer intentions to patronize edible insect restaurants.
- Product knowledge is crucial for enhancing the impact of social influence on consumer behavior.
- Findings provide insights for promoting sustainable food consumption through entomophagy.
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