How can communication content be adapted depending on consumers’ diet to encourage consumption of insect-based foods?

Purpose Entomophagy (eating insects as food) is an important step in the transition toward alternative sources of protein, but is not culturally accepted in Western countries. This study aims to identify which communication strategies on the benefits of entomophagy resonate most with consumers based on their diet. Design/methodology/approach A quantitative study was carried out on 720 French adults, who were divided into three groups depending on their diet (omnivore, flexitarian or vegetarian) and then exposed to a different message on the benefits of entomophagy (environment, health and animal welfare). Findings Flexitarians show the highest level of acceptance toward entomophagy. Communication content has no main effect, but the interaction with diet has a main effect, meaning that the communication content needs to be adapted depending on the consumers’ diet. The message explaining the environmental benefits of entomophagy seems to be more effective for flexitarians, while the message on health benefits seems to be more effective for vegetarians and omnivores. Practical implications The results can help promoters of insect-based food products (public organizations and insect food suppliers) to guide their marketing campaigns to promote entomophagy in Western food cultures. Originality/value This study contributes to emerging research on alternative food consumption by examining the type of information that needs to be communicated to consumers – depending on their current diet – to promote entomophagy. This study highlights Construal Level Theory as essential in understanding the cognitive processes involved in consumers’ acceptance of entomophagy.