ข่าวสาร

Abstract: 

Edible insects are emerging as a promising avenue for sustainable food systems due to their high nutritional value, low environmental footprint, and potential to address global food security challenges. Despite the widespread adoption of edible insects in various developing regions, their acceptance in certain regions remains inconclusive, with consumers often viewing them as novel food. This research thus investigates the influence of marketing mix factors and sustainable attitudes on consumers' purchase intentions towards insect-based protein-enriched ice cream, using Thailand as a case study. Employing a quantitative approach, the study utilizes a questionnaire-based survey administered to 402 participants in Bangkok and surrounding areas. The Smart PLS has been adopted for data analysis for analyzing the proposed eight hypotheses. The result reveals that consumers’ attitudes towards sustainability mediate the relationship between most of the marketing mix determinants (product, place, process, and physical evidence) and their intentions to purchase insect-based ice cream. Importantly, the direct effect of attitude towards sustainability has profoundly influenced purchase intentions. As a result, the study underscores the importance of sustainability attitudes in shaping consumer behavior towards insect ice cream, highlighting its potential as a sustainable and nutritious food option. Discussion, implication, and food policies have been addressed.