‘Too Close to Eat?’ Exploring Consumer Responses to Edible Packaging Through the Lens of Food Neophobia and Construal Level Theory

ABSTRACT The rapid growth of packaging waste has recently intensified the search for sustainable alternatives. Edible packaging, developed from biodegradable materials safe for consumption, represents a promising innovation that combines environmental responsibility with food preservation. Despite the interest of scientific research in the functional properties of edible packaging, limited attention has been given to its potential adoption within sustainable business strategies and to consumers' reactions to this sustainable solution. To address these issues, two studies were conducted to (a) compare consumer perceptions towards different types of edible coatings (ready‐to‐eat versus cook‐before‐eating); (b) investigate the role of food neophobia in influencing consumer acceptance of edible packaging; (c) examine how communication strategies, contrasting individual and collective benefit framings, influence evaluations of edible packaging. Findings from Study 1 showed that coatings designed to dissolve during cooking were evaluated more positively than ready‐to‐eat versions and elicited stronger positive emotions. Moreover, consumers with high food neophobia reported greater perceived risks and lower willingness to consume edible packaging. Study 2 revealed that framing effectiveness depends on packaging type: Individual‐benefit claims enhanced healthiness and taste perceptions for ready‐to‐eat packaging, whereas collective‐benefit claims improved evaluations of cook‐before‐eating packaging, particularly in terms of emotional engagement. Together, these studies highlight the crucial role of consumption context, individual traits and message framing in shaping consumer acceptance of edible packaging. This advances theoretical understanding of sustainable consumption behaviour and provides guidance on how businesses can design, communicate and implement edible packaging solutions to enhance consumer acceptance and create long‐term competitive advantage.