From perceived healthiness to acceptance: How influencer type shapes consumer acceptance of insect-based foods
Rattachement africain : jp, au, vn. Niveau de preuve : code pays fourni par la source.
Le résumé fourni par la source
Given the rise of influencer marketing in the food sector and the ongoing challenge of promoting consumer acceptance of insect-based foods, this research investigated how influencer type (health-focused vs. indulgence-focused) affects consumer acceptance and identified underlying psychological mechanisms and boundary conditions. Across three experiments, endorsements from health-focused influencers consistently enhanced consumers' perceptions of the healthiness of insect-based foods, which in turn significantly increased their acceptance. In contrast, perceived tastiness did not significantly differ by influencer type and did not mediate the overall effect, although it consistently emerged as a stronger predictor of acceptance than perceived healthiness. Moderated mediation analyses further revealed that the positive indirect effect of health-focused influencers on consumer acceptance via enhanced healthiness perceptions was more pronounced for hedonic (vs. utilitarian) insect-based foods. Moreover, this indirect effect was significant only among individuals with high health consciousness and no prior experience with consuming such products. While the mediating role of perceived tastiness was consistently insignificant, the impact of perceived tastiness on acceptance was significantly weaker among highly health-conscious consumers and stronger among those with prior experience consuming insect-based foods. By contrast, no significant moderating effects were observed for food neophobia or disgust toward entomophagy. • Health-focused influencers boost acceptance via increased healthiness perception. • Tastiness perception predicts acceptance but is not influenced by influencer type. • The positive effect is more pronounced for hedonic insect-based foods. • The positive effect is significant for health-conscious, inexperienced consumers. • Food neophobia and disgust show no moderating effects on influencer impact.
Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.
Le contrôle bibliographique ouvert
DOI retrouvé dans Crossref DOI retrouvé ; titre concordant.
- Titre Crossref
- From perceived healthiness to acceptance: How influencer type shapes consumer acceptance of insect-based foods
- Date Crossref
- 01/01/2026
- Éditeur
- Elsevier BV
- Type
- journal-article
Ce recoupement confirme des métadonnées liées au DOI. Il ne confirme ni la méthode ni les conclusions de l’étude, et il ne compte pas comme une seconde source scientifique indépendante.
Où se fait cette recherche
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Chuo University pays non établi dans la noticeUniversité ou école supérieure
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Griffith University Department of Marketing pays non établi dans la noticeUniversité ou école supérieure
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Hanoi University of Industry pays non établi dans la noticeUniversité ou école supérieure
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Tokyo International University pays non établi dans la noticeUniversité ou école supérieure
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Graduate School of Commerce pays non établi dans la noticeUniversité ou école supérieure
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School of Languages and Tourism pays non établi dans la noticeUniversité ou école supérieure
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Faculty of Commerce Department of Marketing and International Trade pays non établi dans la noticeUniversité ou école supérieure
Chuo University, Department of Marketing — Griffith University et Hanoi University of Industry, avec 4 autres affiliations.
Une affiliation ne permet pas de déduire la nationalité d’un auteur.