Information bias condemning radical food innovators? The case of insect-based products in the Netherlands

Abstract

In this paper we analyze whether information bias is affecting consumers' WTP for radical food innovations. We collect data in the Netherlands on consumers' WTP for insect-based products. We used product attributes directly affected by information and EU legislation such as the visualization of insects on the products, the use of logo and health claims, different information treatments on positive environmental and social effects of eating insects as meat-substitutes. Results indicate that visualization negatively influenced consumers' WTP while information treatments do not mitigate this effect. We derive that EU legislators need to move fast in clarifying the status of insect-based foods