Abstract
The purpose of this study is to apply the concept of a green image in order to explore how to form behavioral intentions in the context of eco-friendly edible insect restaurants. This study analyzed 444 samples collected in South Korea in order to evaluate the theoretical model including 12 hypotheses. The data analysis results showed that a green image has a positive influence on attitude. In addition, attitude helps to increase desire, which in turn positively affects two sub-dimensions of behavioral intentions, such as intentions to use and word-of-mouth intentions.
Highlights
The world’s population is on a constant rise, and it is approximately 7.7 billion, but will increase to about 9.7 billion by 2050 [1]
There were few edible insect restaurants in South Korea, so this study provided respondents with two newspaper articles and a video where anyone could understand the eco-friendly role of edible insect restaurants before beginning our survey
The current paper was mapped out to explore the formation of behavioral intentions in the field of eco-friendly edible insect restaurants
Summary
The world’s population is on a constant rise, and it is approximately 7.7 billion, but will increase to about 9.7 billion by 2050 [1]. Such an increase in population causes severe food shortages because of limited resources [2]. Edible insects are as high in protein, amino acids, and micronutrients, which are important nutrients for humans, as the meat of livestock [5]. Edible insects have the advantage of not having a high-level entry barrier similar to that for livestock in terms of technology and monetary investment [6]
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