Who Would Taste It? Exploring Decision-Making Styles and Intention to Eat Insect-Based Food among Italian University Students

Background: Although insect-based foods (IBFs) have been recently proposed as a way to face climate crisis and starvation, they encounter aversion from Western countries, which express fear, disgust, and high risk. The contribution of psychology research to food choices highlights how decisions are made, not only through reasoned attitudes and goal-directed behavior, but also through more automatic associations (dual-system models). Methods: In this paper, we investigated people’s dispositions towards IBFs by combining (a) explicit attitudes (as assessed via self-report scales), (b) automatic associations (as measured via indirect measures), and (c) intention to taste, and comparing different profiles based on (d) psychological factors, including decision-making style, food neophobia, and trust in science and scientist. A pilot sample of 175 Italian university students participated in the study. Results: The analyses of the general sample highlighted rather negative attitudes. The cluster analysis identified 4 decision-making profiles: ‘the gut feeling’, ‘the suspicious’, ‘the vicarious’, and ‘the mind’. It revealed more favorable opinions in ‘the mind’ profile, characterized by a rational decision-making style and high trust in science, and very aversive reactions from ‘the suspicious’ profile, characterized by high food neophobia and low trust in science. Conclusions: The results underline the importance of psychological factors in interpreting people’s reactions to IBF and changes in dietary habits based on the decision-making process. They suggest possible strategies to promote eco-friendly diets.