The impact of claiming elements on consumer acceptance of entomological products
: the mediating role of consumer outcome perceptions

  • Oriane Dara Maly Eymery (Student)

Student thesis: Master's Thesis


The world population is projected to grow to 9,8 billion by 2050. Demand for food will increase accordingly and challenges to cater for that population have already begun to emerge. Two billion people on this planet get their animal protein ration partially or totally through insects, a sustainable source of protein. In the West, insect-based food is often met with disgust, affecting consumer acceptance.Stimulating the consumption of insects can be achieved through claiming elements on entomological products, namely through the style of communication (hedonic and/or utilitarian) and the provision of an eating context. Do consumer outcome perceptions explain the relationship between the chosen claiming elements and consumer acceptance?This research aimed at investigating this mediation. Insights were uncovered through semi-structured interviews and a focus group. This was followed by the construction of an online-cross sectional survey, comprised of eight treatment or control conditions to test the formed hypotheses.The findings suggested that consumer outcome perceptions mediated to a large extent the relationship between claiming elements and consumer acceptance. The most effective experiment treatment was the one containing both hedonic and utilitarian communication with the provision of an eating context.It is recommended that managers leverage claiming elements that maximise consumer outcome perceptions of the product, to achieve greater consumer acceptance.
Date of Award18 Oct 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorDaniel Fernandes (Supervisor)


  • Entomophagy
  • Consumer acceptance
  • Consumer outcome perceptions
  • Hedonic and utilitarian communication
  • Eating context
  • Product claims
  • Packaging


  • Mestrado em Gestão e Administração de Empresas

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