It is unnatural!–the role of food neophobia and food technology neophobia in shaping consumers' attitudes: a multimethod approach

Abstract

Purpose This paper aims to extend the current knowledge about how food neophobia and food technology neophobia can influence whether consumers choose fish farmed with insect-based flours (FFIF). Design/methodology/approach The authors used an online survey questionnaire and a sample of 567 young Italian adults. The answers were analysed using fuzzy-set qualitative comparative analysis and structural equation modelling. Findings Both methodologies highlighted the relevance of food technology neophobia in influencing consumers' attitudes and intentions, even when foodstuffs were not produced through technology-intensive processes. Research limitations/implications Despite being focussed on a sample containing people of similar ages and food cultures, this study offers evidence that it is not