Determinants of insect-based protein supplement consumption among physically active consumers

This study examines the psychological determinants shaping physically active consumers’ intention to consume insect-based protein supplements, an emerging segment in sustainable sports nutrition. Although edible insects are increasingly promoted as an alternative protein source, Western consumers remain hesitant due to cultural and perceptual barriers. Focusing on physically active Italian consumers, the study investigates how food neophobia (FN) and food technology neophobia (FTN) influence behavioral intention through the mediating roles of perceived benefits (PB) and perceived risks (PR). Data were collected through an online survey of 415 respondents and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results indicate that perceived benefits has a strong positive effect on consumption intention, whereas perceived risks act as a secondary but negative explanatory. Both FN and FTN reduce PB and increase PR, confirming their indirect negative impact through cognitive mediation. Benefits related to performance, sustainability, and nutritional value emerge as key drivers of acceptance. The study contributes to the novel food acceptance by integrating FN, FTN, and the dual mediation of PB and PR within a single model, while offering marketing communication insights for benefit-led positioning supported by credible reassurance about safety and production processes.