The country-of-origin label impact on intention to consume insect-based food.

The global food consumption scenario and the influence of a country's image on consumer decision-making motivated this research. The global edible insect market is growing, and cultural issues, disgust, and low perception of quality are barriers to consumption. Through an online experiment (n = 194) Brazilian consumers demonstrate that the use of the country-of-origin label (COOL) can result in greater intention and quality expectation regarding a cricket flour. Consumers showed a preference for the flour produced by a positive image country label. Both intention and quality expectation were higher for the cricket flour produced in the United States. Furthermore, the mediation model indicates that quality expectation mediated the effect of COOL on the intention to consume. The results show that even though consumers have created a positive expectation concerning the product, a higher level of neophobia diminished their intention to consume the product and this relates to the aversion and...