The influence of personality on the attitude towards insect-based food: a study on Italian consumers

Huge changes have been forecasted in our planet caused by the growing population and the increasing competition for scarce resources. These events are driving the need to look for new protein resources and to move towards a more sustainable food system. In light of this, insects could be part of the solution as new protein sources. This study explores the influence of personality traits on Italian consumers' attitudes towards insect-based food novel food and, with a focus on Neuroticism, Openness, and Agreeableness. The research aims to provide insights into how specific personality traits shape consumers' acceptance or aversion towards this emerging food category. Data was collected from a sample of 133 Italian participants by means of a survey. Then, statistical analysis, including correlation analysis and regression modelling, was conducted to examine the relationships between personality traits and attitudes towards insect-based food and novel food. The findings indicated a negative correlation between Neuroticism and food neophobia, suggesting that individuals with higher levels of Neuroticism exhibit lower levels of fear or aversion towards trying new or unfamiliar foods. However, no other significant correlation was observed between Openness, Agreeableness and food neophobia or between Neuroticism, Openness and the acceptance of insects as food. The study's limitations include its specific focus on Italian consumers, reliance on self-report measures and a limited assessment of personality traits. To address these limitations, further research is recommended to involve diverse cultural contexts, employ qualitative methods, use experimental designs, include a broader range of personality traits, and explore mediating and moderating factors.