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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....
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2023
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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. |
format | Online Article Text |
id | pubmed-10572119 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
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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