Department of Business, Law, Economics and Consumption "Carlo A. Ricciardi", Iulm University, 20143 Milan, Italy.
Centre of Research of Neuromarketing "Behavior and Brain Lab", Iulm University, 20143 Milan, Italy.
Nutrients. 2020 Jul 15;12(7):2092. doi: 10.3390/nu12072092.
The steady increase in the global food demand requires alternative sources. Food sources from invertebrates could be a viable alternative. Despite a growing interest in terrestrial invertebrates as novel food, Western consumers have to cope with fears and taboos. This research aims to investigate possible communication strategies of novel food through labels. To understand the complexity underlying food choice and novel food attitude, two studies were carried out. In Study 1, the main drivers in the food decision-making process were identified. Based on these results, in Study 2, two different food labels for crackers made with earthworm flour were designed. Applying a neurophysiological approach, we measured participants' neuropsychophysiological activation and behavioural response while watching food labels. A video on nutritional and ecological issues was shown to consumers to reduce aversion towards earthworms as food. The results in Study 1 indicate health and sensory dimensions as the major drivers in food choice. The data of Study 2 supported the effectiveness of the statement about nutritional qualities of the products on male participants, who tend to have a more positive reaction than female participants toward the novel product made with earthworm flour when the label's claim focuses on nutritional advantages. Limitations and practical implications are discussed.
全球食品需求的稳步增长需要替代来源。来自无脊椎动物的食品来源可能是一种可行的选择。尽管人们对陆地无脊椎动物作为新型食品越来越感兴趣，但西方消费者不得不应对恐惧和禁忌。本研究旨在通过标签研究新型食品的可能沟通策略。为了理解食品选择和新型食品态度背后的复杂性，进行了两项研究。在研究 1 中，确定了食品决策过程中的主要驱动因素。基于这些结果，在研究 2 中，为用蚯蚓粉制成的薄脆饼干设计了两种不同的食品标签。应用神经生理学方法，我们测量了参与者在观看食品标签时的神经心理生理激活和行为反应。向消费者播放关于营养和生态问题的视频，以减少对作为食物的蚯蚓的厌恶。研究 1 的结果表明健康和感官维度是食品选择的主要驱动因素。研究 2 的数据支持产品营养质量声明对男性参与者的有效性，与关注营养优势的标签相比，当标签声称侧重于营养优势时，男性参与者对用蚯蚓粉制成的新型产品的反应往往比女性参与者更积极。讨论了局限性和实际影响。
