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The impact of consumer familiarity on edible insect food product purchase and expected liking: The role of media trust and purchase activism
Author(s) -
Legendre Tiffany S.,
Jo Yong Hun,
Han Yeon Soo,
Kim Young Wook,
Ryu Jung Pyo,
Jang Se Jin,
Kim Jin
Publication year - 2019
Publication title -
entomological research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.421
H-Index - 20
eISSN - 1748-5967
pISSN - 1738-2297
DOI - 10.1111/1748-5967.12342
Subject(s) - persuasion , credibility , product (mathematics) , advertising , business , sustainability , marketing , social media , consumption (sociology) , psychology , social psychology , biology , sociology , political science , ecology , social science , geometry , mathematics , law
This study aims to investigate the impact of consumer familiarity with edible insect food products on purchase intentions and expected liking. Based on persuasion and information processing theories, this study examines the roles of media trust and purchase activism as underlying psychological mechanisms. The findings of this study indicate that consumer familiarity contributes to the formation of media trust. It adds credibility to the media information and consumers can be more motivated to exercise their purchase activism as the edible insect food movement is closely related to social causes like sustainability. Activist motivation, then, changes consumers' behavioral outcomes such as purchase intention and expected liking of edible insect food products.