Exploring intergenerational differences in consumer acceptance of insects-fed farmed fish

\ua9 2024 The Authors. This study delves into the multi-faceted process of consumer acceptance of innovative food products, such as insect-fed farmed fish. This is a food product that introduces new, though potentially conflicting, intangible attributes aligning with circularity and sustainability but also evoking negative emotions, such as disgust or neophobia. Drawing from two distinct studies on young and older Italian consumers, we employ an intergenerational lens to explore individual psychometric characteristics, socio-demographic variables, and nudging effects in shaping the acceptance process. We apply the Campbell Paradigm, integrating three acceptance items into well-established scales measuring attitudes towards the environment and nature. Our results reveal that environmental protection inclination, rather than a connectedness to nature, primarily drives acceptance. Notably, young consumers exhibit a more facile acceptance process, indicating lower behavioral costs at each stage. Sociodemographic variables, particularly gender, exert varied influences on acceptance stages, with older women displaying greater hesitancy in adopting new dietary practices. Additionally, exploring the impact of nudges, we find that information significantly influences acceptance, while visual priming does not. Interestingly, the effectiveness of information varies between generations, indicating different reactions and responses. The findings propose strategies for policymakers and marketers to highlight the positive attributes of insects-fed farmed fish, emphasizing sustainability and addressing consumer disgust concerns. Introducing insects as feed in various farming practices may enhance familiarity with this alternative protein source, potentially reducing disgust and fostering widespread acceptance