Banca de QUALIFICAÇÃO: KAREN RODRIGUES ROMANO

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
DISCENTE : KAREN RODRIGUES ROMANO
DATA : 28/06/2024
HORA: 09:00
LOCAL: remoto
TÍTULO:

Sustainability bites: Can health goal framing and perceived
sustainability reduce the impact of food neophobia on the intention to purchase insect-based
products?

PALAVRAS-CHAVES:

insect-based products; health goal; sensory goal; sustainability perception;
42 food neophobia; consumer acceptance

PÁGINAS: 47
RESUMO:

Neophobia, characterized by a reluctance to accept or try new foods, presents a
15 substantial obstacle in the consumer acceptance of insect-based products. This aversion
16 primarily stems from unfamiliarity, compounded by insufficient information regarding the
17 safety and benefits of these products. The dissemination of positive information and imagery,
18 highlighting aspects such as health benefits, sustainability, and hedonic qualities, may serve
19 as potent mechanisms to attenuate the barriers associated with insect consumption. In this
20 context, and within Study 1 (N = 543), experimentally investigate whether combined effect
21 of the message and the product image versus the effect of message only exerts a stronger
22 influence the intention to purchase insect-based products, and whether food neophobia
23 moderates aforementioned effect. Study 2 (N=805) further experimentally determines
24 whether messages emphasizing hedonic versus health goals can mitigate the influence of
25 food neophobia on the intention purchase insect-based products, with an additional focus on
26 whether the perceived sustainability of the product mediates this effect. The results from
27 Study 1 confirm an increase in the intention to purchase an insect-based product when both
28 the message and product image are presented (as opposed to the message alone), though this
29 increase remains unsatisfactory, particularly when neophobia activated, decreasing the
30 intention to purchase across all experimental conditions. Nevertheless, results from Study 2
31 show that participants in the health condition were more inclined to purchase insect-

32 containing products than those in the hedonic condition, attributing higher sustainability to
33 these products. Moreover, perceived sustainability was mediating the effect of the health goal
34 even under high levels of food neophobia, highlighting a notable inclination towards
35 purchase despite neophobic reservations. Leveraging the results from the studies, a strategic
36 approach to enhance consumer acceptance and intention to purchase insect-based products
37 could involve emphasizing health-related benefits and the product’s sustainability in
38 marketing messages, coupled with visual representations, to effectively mitigate the impact
39 of food neophobia and drive purchase decisions.

MEMBROS DA BANCA:
Externo à Instituição - FELIPE REINOSO CARVALHO
Externa à Instituição - EVELINE LOPES ALMEIDA - UFRJ
Interna - ***.950.088-** - ROSIRES DELIZA - EMBRAPA