The impact of information presentation on consumer perceptions of cricket-containing chocolate chip cookies

Authors: GAO, YUPENG - Louisiana State University; CHONPRACHA, PITCHAYAPAT - Louisiana State University; LI, BIN - Louisiana State University; Ardoin, Ryan; PRINYAWIWATKUL, WITOON - Louisiana State University

Submitted to: Foods
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: 1/30/2024
Publication Date: N/A
Citation: N/A

Interpretive Summary: Edible insects are an alternative protein source which has been promoted for sustainability benefits. However, Western consumers are generally unwilling to include insects in their diets. This study investigated informational cues - in the form of text, images, and a tangible product - as a way to improve consumers' perceptions. The product chosen was a chocolate chip cookie. At first consumers resounded favorably to the product, until they learned in contained cricket powder. However, when text about sustainability was presented, their perceptions improved. They also showed increased acceptance when presented with an image of the nutritional label and accompanying text about the nutritional profile. When consumers were able to see an actual cookie (where the cricket flour was not noticeable), their scores increased almost back to the baseline (before the insect ingredient was known ). This study showed that, even in a short time, increasing levels of information and understanding about foods made with insect improved consumers perceptions - especially when text and image information was followed by visual evaluation of a real food product.

Technical Abstract: As a source of protein and other nutrients for a growing population, edible insect production offers environmental and sustainability advantages over traditional meat. Although around 2 billion people consume insects worldwide, Western consumers are still reluctant to practice ento-mophagy– hindered by neophobia and negative emotions. In addition to sensory quality and safety, an informational component may be crucial to consumer decision making involving insect consumption. In this study, three different information types: text, image, and a tangible product were used to convey information about chocolate chip cookies (CCC) made with cricket flour. The nature of information was related to the ingredient’s usage level (5%), type of insect (cricket), nutritional value, sustainability benefits, packaging, celebrity endorsement, and/or visual ap-pearance. Consumers’ willingness to consume (WTC), acceptance, and purchase intent (PI) were measured in response to each condition. Once informed of the insect ingredient, all scores sig-nificantly (a=0.05) dropped. The greatest improvement of scores was seen after information about nutrition and sustainability benefits (based on ANOVA), which was more impactful for males (based on t-test). Celebrity endorsement did not have a significant effect. Presentation of real CCC containing cricket flour significantly increased WTC, acceptance and PI compared to text and images alone. Acceptance, WTC, and certain information cues were significant predictors of PI for CCC containing cricket flour.