Does larger mean riskier? Investigating risk perception and product size preference in insect-based food

Abstract

Given the increasing interest in edible insects as a sustainable protein source, understanding the product attributes that influence consumer acceptance of these novel foods is essential. Recognizing the significant role of product size in shaping consumer behavior, the current research investigates how product size impacts consumer acceptance of insect-based foods. Through two online experiments, we find that, in comparison to traditional food products, consumers prefer smaller sizes of insect-based foods over larger ones. In addition, a moderation analysis indicates that this preference for smaller sizes in the context of insect-based foods is robust across varying levels of food neophobia. Furthermore, while participants perceive all six types of risk to be higher for insect-based foods compared to their traditional counterparts, this difference in size preference is primarily driven by an elevated perception of performance risk associated with purchasing insect-based foods. Our findings enhance the understanding of consumer behavior toward insect-based foods, emphasizing the importance of product size in mitigating perceived risks and promoting greater acceptance of novel food options.