Investigating the moderating role of utilitarian function and environmental identity in consuming insect-based food in restaurants

Abstract

This study aimed to explore how the benefits sought from consuming insect-based food affect its outcome variables through the moderating effects of utilitarian function and environmental identity. In this study 13 constructs were analyzed using structural equation modeling and multigroup analysis. The results showed that the four domains of benefits from eating insect-based food positively influenced customer attitudes. Customer attitudes also effectively explained perceived consumption value, satisfaction, subjective well-being, loyalty to the restaurant, and attachment to the community. Furthermore, utilitarian function and environmental identity partially moderated the relationship between the proposed structures. The findings provide important insights for theory development and practical implications.