Visual Assessment and Information Effects on Consumer Acceptance of Insect-Based Foods: The Role of Attitudes, Knowledge, and Sociodemographics

This study investigates consumer acceptance of insect-based foods, focusing on changes in visual evaluation after information disclosure and the influence of sociodemographic, attitudinal, and knowledge-related factors. An online survey among Italian consumers (n = 350) assessed the visual attractiveness of a cupcake containing 10% w/w Tenebrio molitor flour before (PRE) and after (POST) disclosure of the insect ingredient. Attractiveness decreased from 2.6 to 2.0, with 79% of POST evaluations in the lowest appeal categories. Women expressed more negative POST ratings and experienced a larger decline in attractiveness (Δ = POST − PRE), indicating greater sensitivity to information disclosure than men. The change in attractiveness (Δ) was linked to psychological variables: negative attitudes showed moderate negative correlations with Δ (r ≈ −0.3 to −0.6), whereas higher knowledge of regulatory, nutritional, and environmental aspects showed positive correlations (r ≈ +0.3 to +0.7), mitigating the decrease. Principal Component Analysis revealed two latent dimensions: PC1 (61.6%), representing an attitudinal continuum from aversion to acceptance, and PC2 (33.3%), reflecting differences in awareness. Respondents with higher PC1 and PC2 scores showed attenuated Δ values, indicating greater resilience to the disclosure effect. Overall, findings highlight a gap between visual familiarity and acceptance, shaped by emotions, knowledge, and gender-specific sensitivities.