How to enhance the image of edible insect restaurants: Focusing on perceived risk theory

• Published in: International journal of hospitality management Vol. 87; p. 102464
• Main Authors: Hwang, Jinsoo, Choe, Ja Young
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.05.2020
• Subjects: Behavioral intention; Edible insect restaurant; Perceived risk; Perceived risk; Behavioral intention; Image; Edible insect restaurant
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2020.102464

•Understanding risks of edible insect restaurants is significant for successful utilization of edible insects.•This study was designed to enhance the image of edible insect restaurants using perceived risk theory.•Quality, psychological, health, time-loss, and social risks negatively affected image.•Image played an important role in the formation of behavioral intentions. 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.