Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual...

Disgust associated with insect consumption is a significant challenge faced by the insect-based food industry. One cost-effective approach that managers can employ to increase consumer acceptance is by enhancing packaging design. The packaging represents a cheap and effective means of communication. It is also referred to as a silent seller. This study investigates the potential of packaging communication in reducing disgust towards insect-based products in Germany. In a survey, 422 participants were confronted with packaging designs representing different visual and informative elements. The results showed that images of familiar ingredients and transparent windows on the packaging are particularly effective in reducing disgust. The presence of the organic and specific Ento seals significantly increased the assumed food safety. Claims about protein content and sustainability were less effective. Cricket images had a significant impact on increasing disgust. Practical implications for managers who are seeking to address consumer resistance towards insect-based food products are discussed.