Celebrity insects: Exploring the effect of celebrity endorsement on people’s willingness to eat insect-based foods

There is a growing interest in insects as promising alternative source of protein that can potentially contribute to help solving the imminent global food crisis. However, research on insect-based foods (IBFs) has repeatedly pointed fact that, many countries and cultures, negative attitudes towards eating are one most significant obstacles promoting consumption IBFs. To date, only small number studies have investigated effective strategies increase acceptance those foods. The reported here focused role celebrity endorsement, which prevalent marketing used promote wide range products. We systematically explored whether how such strategy might affect consumers’ willingness eat (WTE) Our results provide first demonstration celebrities’ perceived trustworthiness, knowledge about IBFs, appropriateness (as an endorser IBF products) characteristics affecting people’s WTE also found type (i.e., actor/actress, musician, or athlete) interacts with participant gender terms their Namely, for male participants, ads featuring actors/actresses athletes were increasing Meanwhile, female significantly increased Endorsement by musician did not IBFs either respondents. Together, these findings demonstrate endorsement prominent reveal when