Effects of Recommendations (WOM) and Information on Taste Perception and Brand Image of Insect-Based Foods

Considering the need to achieve global food sustainability and contribute to environmental sustainability, it is essential to explore strategies to enhance the acceptability of insect-based foods, particularly in regions where such consumption is not part of traditional dietary patterns. This study investigated the effects of packaging communication, insect-based ingredient information, and personal recommendations on e-commerce platforms on consumers’ purchase intention, brand perception, and taste perception of insect-based foods. A 2 × 2 × 2 factorial design was applied, testing three factors: positive versus negative word-of-mouth (WOM), ingredient information indicating insect flour versus oat flour, and packaging featuring a cricket cartoon versus packaging without such imagery. The sample consisted of 245 consumers aged 18 to 25 years. The results showed significant main effects of WOM on brand perception, whereas ingredient information and packaging imagery did not exert independent effects on taste perception or purchase intention. Moreover, interaction effects among the three factors were observed. Overall, the findings suggest that young adults demonstrate a general openness to trying novel foods and display a willingness to experiment with alternative dietary options.