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Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements

Disgust associated with insect consumption is a significant challenge faced by the insect-based food industry. One cost-effective approach that managers can employ to increase consumer acceptance is by enhancing packaging design. The packaging represents a cheap and effective means of communication....

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Detalles Bibliográficos
Autores principales: Naranjo-Guevara, Natalia, Stroh, Bastian, Floto-Stammen, Sonja
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10572119/
https://www.ncbi.nlm.nih.gov/pubmed/37835258
http://dx.doi.org/10.3390/foods12193606
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author Naranjo-Guevara, Natalia
Stroh, Bastian
Floto-Stammen, Sonja
author_facet Naranjo-Guevara, Natalia
Stroh, Bastian
Floto-Stammen, Sonja
author_sort Naranjo-Guevara, Natalia
collection PubMed
description Disgust associated with insect consumption is a significant challenge faced by the insect-based food industry. One cost-effective approach that managers can employ to increase consumer acceptance is by enhancing packaging design. The packaging represents a cheap and effective means of communication. It is also referred to as a silent seller. This study investigates the potential of packaging communication in reducing disgust towards insect-based products in Germany. In a survey, 422 participants were confronted with packaging designs representing different visual and informative elements. The results showed that images of familiar ingredients and transparent windows on the packaging are particularly effective in reducing disgust. The presence of the organic and specific Ento seals significantly increased the assumed food safety. Claims about protein content and sustainability were less effective. Cricket images had a significant impact on increasing disgust. Practical implications for managers who are seeking to address consumer resistance towards insect-based food products are discussed.
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spelling pubmed-105721192023-10-14 Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements Naranjo-Guevara, Natalia Stroh, Bastian Floto-Stammen, Sonja Foods Article Disgust associated with insect consumption is a significant challenge faced by the insect-based food industry. One cost-effective approach that managers can employ to increase consumer acceptance is by enhancing packaging design. The packaging represents a cheap and effective means of communication. It is also referred to as a silent seller. This study investigates the potential of packaging communication in reducing disgust towards insect-based products in Germany. In a survey, 422 participants were confronted with packaging designs representing different visual and informative elements. The results showed that images of familiar ingredients and transparent windows on the packaging are particularly effective in reducing disgust. The presence of the organic and specific Ento seals significantly increased the assumed food safety. Claims about protein content and sustainability were less effective. Cricket images had a significant impact on increasing disgust. Practical implications for managers who are seeking to address consumer resistance towards insect-based food products are discussed. MDPI 2023-09-28 /pmc/articles/PMC10572119/ /pubmed/37835258 http://dx.doi.org/10.3390/foods12193606 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Naranjo-Guevara, Natalia
Stroh, Bastian
Floto-Stammen, Sonja
Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements
title Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements
title_full Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements
title_fullStr Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements
title_full_unstemmed Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements
title_short Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements
title_sort packaging communication as a tool to reduce disgust with insect-based foods: effect of informative and visual elements
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10572119/
https://www.ncbi.nlm.nih.gov/pubmed/37835258
http://dx.doi.org/10.3390/foods12193606
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