How to enhance the image of edible insect restaurants: Focusing on perceived risk theory |
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| Affiliation: | 1. The College of Hospitality and Tourism Management, Sejong University, Republic of Korea;2. Faculty of Business Administration, University of Macau, E22, Avenida da Universidade, Taipa, Macau, China;1. Department of Agriculture, University of Napoli Federico II, via Università 96, 80055, Portici, NA, Italy;2. Department of Political Sciences, University of Napoli Federico II, via Rodinò 22, 80138, Napoli, NA, Italy;3. Department of Management, Aarhus University, Bartholins Allé 10, building 1328, DK-8000, Aarhus C, Denmark;1. Department of Political Science, University of Naples Federico II, Italy;2. Department of Management and Director of the MAPP Centre, Aarhus University, Denmark;1. Department of Marketing and International Business, Turku School of Economics, 20014 University of Turku, Finland;2. Functional Foods Forum, 20014 University of Turku, Finland;3. Pori Unit, Turku School of Economics, 20014 University of Turku, Finland;4. Faculty of International Relations, University of Economics, W. Churchill Sq. 4, 130 67 Prague 3, Czech Republic;5. Department of Management/MAPP, Aarhus University, Bartholins Allé 10, 8000 Aarhus C, Denmark;6. Department of Psychology & CTF, Service Research Center, Karlstad University, Universitetsgatan 2, 651 88 Karlstad, Sweden |
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| Abstract: | Although edible insects are getting attention all over the world, consumers are still reluctant to visit edible insect restaurants. Thus, the objective of this research is to explore what risks customers perceive in edible insect restaurants and how those risks affect the image of edible insect restaurants. More specifically, First, the results of principal components analysis showed that 21 perceived risk items were divided into seven factors: quality, psychological, health, financial, environmental, time-loss, and social risks. Second, five sub-dimensions of perceived risk had a negative effect on image, with the exception of financial and environmental risks. Lastly, image was found to increase intention to use, word-of-mouth intention, and willingness to pay more. |
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| Keywords: | Edible insect restaurant Perceived risk Image Behavioral intention |
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