Investigating edible insects as an emerging trend in gastronomy: A study based on the model of goal-directed behavior (MGB)

This study aims to examine the intentions of legally adult individuals living in Turkey to consume edible insects and insect-based products within the framework of the Model of Goal-Directed Behavior (MGB). It also investigates the impact of food-related personality traits-specifically food neophobia and food neophilia-on attitudes toward such products, as well as participants' prior experience and level of awareness. Data were collected via an online questionnaire administered between October 1, 2024, and January 1, 2025. A total of 582 responses were received; however, 83 were excluded due to incorrect answers to control questions, leaving 499 valid responses for analysis. The data were analyzed using SPSS and SmartPLS software. The findings indicate that attitude, subjective norms, anticipated positive emotions, and perceived behavioral control significantly and positively influence desire within the MGB framework. Anticipated negative emotions did not have a significant effect on desire. Moreover, while desire significantly influenced behavioral intention, perceived behavioral control did not. Regarding food personality traits, food neophilia was found to have a significant positive effect on attitude, whereas food neophobia had a significant negative effect. An inverse relationship was observed between participants' awareness and past experience; many had unknowingly consumed insect-based ingredients. Based on these findings, practical and theoretical recommendations were proposed. The study is expected to contribute to the existing literature on consumer behavior toward novel food sources.