Exploring entomophagy behavior in restaurants and the influence of social norms

Abstract Western consumers are hesitant to adopt insect consumption due to food neophobia and disgust. Existing strategies like familiarity and education have shown mixed results. This research investigates how restaurant menu descriptions can influence consumers' willingness to try insect‐based food by targeting specific social identities. An experimental design assigned 242 participants to a group representing a social identity norm (foodie, nutrition enthusiast, or environmentally concerned) or a control group. Participants read a menu description. The nutrition enthusiast norm was most effective in increasing willingness to try the menu item. Findings suggest promoting entomophagy as nutritious can effectively increase consumer willingness.