Human-like is powerful: The effect of anthropomorphism on psychological closeness and purchase intention in insect food marketing

There is growing academic and practical interest in entomophagy as a viable and sustainable solution to the environmental problems of conventional livestock production and future food crises. Although researchers are examining how to effectively increase consumer acceptance of insect food, the existing findings of relevant studies are limited. This study examined whether and how anthropomorphism, one of the most widely used marketing tactics for product promotions, affects consumers' purchase intentions for insect foods. The results of these two studies demonstrate that anthropomorphic packaging can increase consumers' purchase intentions for insect foods. Moreover, the effect of anthropomorphism on purchase intention was mediated by perceived psychological closeness to insect food. Our study demonstrates the moderating effect of food neophobia. Specifically, when an individual has a high food neophobia score, the effect of psychological closeness on purchase intention is weakened. This study is the first to demonstrate that anthropomorphic packaging can be a desirable tactic to increase consumers' purchase intentions for insect foods, and reveals how and when the tactic is effective in promoting these foods.

Automated summary

There is increasing interest in entomophagy as a sustainable solution to environmental problems and food crises. This study found that anthropomorphic packaging can increase consumers' purchase intentions for insect foods, and this effect is mediated by perceived psychological closeness to the food.