Sustainability Messages Research Articles

The effectiveness of social media communication of sustainable fashion brands: evidence from consumer engagement

ABSTRACT The purpose of this study is to identify how sustainable fashion brands communicate with consumers on social media, specifically, Instagram. By applying a data mining technique to analyze brand posts and consumer comments, we thoroughly examine how consumers engage with sustainable messages from each brand and how those engagements are associated with brand posts. A sample of six sustainable fashion brands was selected, including Eileen Fisher, Everlane, Girlfriend Collective, Patagonia, Reformation, and Stella McCartney. Public posts of the six brands and corresponding consumer comments on Instagram between November 1, 2019 and November 1, 2022 were collected. LDA (Latent Dirichlet Allocation) text mining technique was applied to extract topics from each brand’s posts and follower comments. A fixed effects linear panel model was then employed to examine if consumer comments are significantly associated with sustainable messages from each brand. Ten major sustainability-related themes were identified from brand posts, and four major sustainability-related themes were discovered from consumer comments. The linear panel results provide preliminary evidence that the sustainability-related themes from consumer comments are positively influenced by the sustainability-related themes from brand posts, indicating that brand posts indeed affect consumers’ opinions about sustainability.

Strategic Marketing for Sustainable Development: Promoting Environmental Responsibility and Corporate Social Responsibility

Purpose: The aim of the study was to examine the Strategic Marketing for Sustainable Development: Promoting Environmental Responsibility and Corporate Social Responsibility. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that strategic marketing plays a crucial role in promoting environmental responsibility and Corporate Social Responsibility (CSR) within organizations. The studies reviewed highlight the effectiveness of various marketing initiatives, such as green marketing strategies, cause-related marketing campaigns, and integrated communication approaches, in fostering positive consumer perceptions, enhancing brand reputation, and driving sustainable business practices. By prioritizing credible and transparent communication about CSR initiatives, businesses can strengthen stakeholder relationships, build trust, and differentiate themselves in the marketplace. Unique Contribution to Theory, Practice and Policy: Stakeholder Theory, Relationship Marketing Theory & Diffusion of Innovation Theory may be used to anchor future studies on Strategic Marketing for Sustainable Development: Promoting Environmental Responsibility and Corporate Social Responsibility. Integrated marketing communication (IMC) that incorporates sustainability messages across all touchpoints is essential for promoting environmental responsibility and CSR effectively. Organizations should ensure that their communication strategies are consistent, transparent, and aligned with their sustainability goals. By integrating sustainability messages into marketing campaigns, product packaging, corporate websites, and social media channels, businesses can reinforce their commitment to sustainability and build trust with consumers. Businesses should actively engage in advocacy efforts to promote supportive policy frameworks that incentivize and reward sustainable practices. By collaborating with policymakers, industry associations, and non-governmental organizations, organizations can influence the development of policies that facilitate the transition towards a more sustainable economy.

Enhancing Public Relations (PR) as the Focus of Integrated Marketing Communication (IMC) for CRG Indonesia

This study investigates methods to improve Public Relations (PR) within Integrated Marketing Communication (IMC) for CRG Indonesia, paying attention to the key challenges encountered in media relations, event management, and community engagement/Corporate Social Responsibility (CSR). Through conducting qualitative analysis and interacting with stakeholders, the research has found that there is a requirement for content which can be tailored to specific locations, a more solid sustainability message, and enhanced digital interaction. The findings show that CRG’s current public relations strategies have to be better aligned with local sensitivities and company goals. The recommended enhancements involve establishing more robust media connections, implementing thorough event organization, and integrating corporate social responsibility initiatives to cultivate community confidence. The implementation plan utilizes digital platforms, establishes explicit CSR objectives, and adheres to a comprehensive timeline based on the AISAS (Attention, Interest, Search, Action, Share) model. This strategy ensures effective involvement and extensive understanding among all parties involved. By implementing such strategies, CRG Indonesia may enhance its prominence, convey its dedication to sustainability, and establish a robust public relations structure that aids both short-term and long-term business goals.

Environmental or Personal Benefit? The Role of Message Appeal and Information Type in Destination Social Media Advertisements

Destinations are increasingly focusing on sustainability awareness through tourism campaigns, but effective communication remains challenging. This research, rooted in consumption value theory, delves into the influence of message appeal (environmental vs. personal benefit) and information type (objective vs. subjective) on tourists’ behavioral intentions through two online experiments. Study 1 demonstrates the positive impact of environmental benefit message appeals on behavioral intentions toward destinations, both directly and indirectly, by enhancing destination brand quality and perceived green value. Study 2 validates these findings and extends the analysis to include click-through behavior as a proxy for real behavior. Our research emphasizes the importance of environmental benefits alongside objective information in destinations’ sustainability messages within social media advertisements. This approach serves to bolster destination brand quality, perceived green value, and ultimately, positive behavioral intentions.

Are agrochemical‐free and biodiversity‐friendly attributes substitutes or complements? Evidence from a coffee choice experiment

AbstractEco‐labels inform consumers about the sustainable attributes of a product, but consumer face challenges to differentiate and select for specific attributes. Certification programs are similarly challenged to incentivize adoption of sustainable practices in product supply chains when consumer ability to differentiate sustainable attributes is low. This study investigates consumers' Willingness to Pay (WTP) for different environmental attributes of coffee production, and whether attributes that conserve biodiversity and limit agrochemical usage are substitutes or complements. We designed and implemented a hypothetical coffee choice experiment combining coffee farm vegetation management attributes that impact biodiversity (conventional monoculture, shade‐grown, or “Bird Friendly” systems that conserve wildlife habitat) and chemical input (conventional, pesticide‐free, or organic) attributes. We found that consumers think of biodiversity and agrochemical management attributes as sustainability substitutes and have the highest WTP for pesticide‐free and organic attributes. Consumer groups with strong concern about the future of the environment had high WTP for all environmental attributes, but still considered the attributes to be substitutes. Our results suggest that eco‐label programs with biodiversity and agrochemical attributes, such as the Smithsonian Bird Friendly® coffee certification, could increase market participation by simplifying environmental sustainability messaging, simplifying farm‐level certification requirements, and targeting environmentally concerned consumers. [EconLit Citations: D12, Q01, Q13, L66].

Evaluation of the Sustainability Messages of the Companies with the Highest BIST Sustainability Index on X (Twitter) Platform

BIST Sustainability Index was created to increase the understanding, knowledge, and practices on sustainability among Borsa Istanbul companies in Turkey. The BIST Sustainability Index aims to guide companies in the process of establishing policies regarding the environmental, social, and corporate governance risks of stock exchanges. In addition, it has the mission of creating a platform that communicates information on companies' sustainability policies to responsible investors. In line with the United Nations Sustainability Development Goals, several metrics are presented according to the sustainability practices of companies in Borsa Istanbul. Social networks are a tool that businesses frequently use to disseminate information quickly and at low cost. It has a key role in disseminating information about social marketing activities, especially in the sustainability axis. This study focuses on how companies use social networks to disseminate sustainability information. For this purpose, the sustainability messages of the 12 companies with the highest scores in the BIST sustainability index on the social network X platform for the years 2014-2022 are analyzed. The aim of the study is to examine whether there is a relationship between the companies' BIST sustainability index scores and the intensity of their use of sustainability messages on the social network. X platform data was obtained with the Python programming language, twint library. The correlation test was carried out using the SPSS package program with the Spearman Correlation test. As a result of the research, it is seen that the most frequently used keywords/phrase groups in the posts made by all companies are "education, energy, climate, women, health, water, sustainable, wages, production". The study did not find a significant relationship between the BIST sustainability index scores and the intensity of companies' messages containing sustainability keywords on the platform. This shows that companies should use social networks more efficiently in the dissemination of sustainability activities. Knowing how companies use social media to disseminate sustainability information can provide guidance for other companies. On the other hand, within the scope of the research, the messages of the companies were analyzed and the sustainability keywords were divided into three themes. The first theme is health, education, and women; the second theme is climate and environment; and the third theme is energy and savings. These themes and keywords are expected to serve as a source for content analysis studies such as social media messages and sustainability reports. Although no similar study has been found in Turkey, this study is one of the rare studies in the world literature. Unlike the literature, the sustainability activities on social media of the companies ranked at the top of the BIST Sustainability Index are analyzed. Thus, the activities carried out by companies that have already been determined to be successful in sustainability activities with a metric will serve as an example for companies that are not included in this list. On the other hand, the themes obtained from the research can be utilized in the dissemination of sustainability information on social media.

Revolutionizing Electric Vehicle Adoption: A Holistic Integration of Marketing Strategies and Analytical Insights

This study explores the synergies between marketing strategies, analytical insights, and consumer education in propelling electric vehicle (EV) adoption. We uncover intricate sales patterns in Turkey’s EV sales data using advanced statistical models such as ARIMA, SARIMA, and ETS. Our findings underscore the efficacy of aligning marketing strategies with analytical insights, demonstrating the significance of education in shaping positive consumer attitudes. Education-driven marketing emphasizing economic benefits, reduced emissions, and technological advancements is a potent catalyst in overcoming adoption barriers. Digital campaigns, experiential marketing, and sustainability messaging validated by our analysis, play pivotal roles in influencing consumer behavior. Strategic partnerships with energy companies address infrastructure challenges, while incentive-based marketing, personalized strategies, and after-sales support foster a sense of community and loyalty. This research contributes a holistic framework for marketers, policymakers, and stakeholders to navigate the evolving landscape of EV adoption successfully, providing actionable insights and paving the way for future research directions in sustainable transportation.

The pertinence of a communication for sustainable development course in university: A case of Universiti Sains Malaysia

In line with Universiti Sains Malaysia (USM)’s designation as Malaysia’s “university in a garden”, the Communication for Sustainable Development course is offered by the School of Communication on a compulsory basis for all undergraduate communication students, and on an optional basis for other students. This study aims to examine students’ perception on the relevance of the Communication for Sustainable Development course at USM. Sixteen undergraduate students from three different batches – who had completed the course in 2019, 2020, and 2021 – were interviewed online. The analysis highlights the uniqueness of the course and reveals that all students perceived this course as highly relevant to them, for exposing them to the concept of sustainable development and teaching them ways to effectively communicate sustainability messages. The students also described the uniqueness of the course, highlighted by its focus on sustainable development, in addition to its issue-based approach. Moreover, the students also described the crucial role of social media as an effective tool for communicating about sustainability. Overall, the students opined that this course is highly pertinent to USM and the university’s prized reputation and branding of sustainability. The insightful findings offer a valuable guideline for universities and course coordinators in designing and developing sustainable communication courses.

Organization Sustainability Communication by Fashion Brands: A Qualitative Analysis of Messaging and Engagement on Facebook and Instagram

Sustainability is a broad concept and sustainable consumption includes using products and services that not only meet consumer needs but also minimizes the use of natural resources. Brands use social media (SM) to engage with consumers as it enables the brand to build an emotional connection, hence a great platform to provide sustainability related messaging. Thus, using consumers’ online brand-related activities (COBRA) as the theoretical framework, the purpose of this study was to develop an understanding of how sustainable brands utilize SM platforms for organization sustainability communication. Instagram and Facebook were selected for their high-frequency usage and five sustainable fashion brands were evaluated. Seven hundred and twenty-seven sustainability-related posts and 66,821 comments were analyzed using a qualitative content analysis approach, an established and credible methodology. Three months of SM posts were compiled and examined. Data was coded systematically as deemed appropriate based on the qualitative content analysis approach and resulted in 20 sub-themes across eight thematic categories. The findings of this study provide implications for enhancing stakeholder engagement through (1) content strategy (e.g. video content in sustainability messaging), (2) imagery (e.g. the use of lifestyle content and influencers), and (3) messaging strategy (e.g. educational posts that provide insight into brands’ sustainability initiatives).

ECO-INNOVATIVE GRAPHIC DESIGN PRACTICES: LEVERAGING FINE ARTS TO ENHANCE SUSTAINABILITY IN INDUSTRIAL DESIGN

The intersection of graphic design and sustainability presents a dynamic arena for eco-innovative practices, particularly in the realm of industrial design. This review explores the integration of fine arts principles within graphic design to enhance sustainability initiatives in industrial design processes. The essence lies in leveraging the creative potential of graphic design to foster ecologically conscious solutions, thus contributing to the broader ethos of sustainable development. Eco-innovative graphic design practices encompass a range of strategies aimed at minimizing environmental impact while maximizing aesthetic and functional value. Drawing inspiration from fine arts disciplines, such as painting, sculpture, and photography, designers infuse their work with elements that reflect ecological awareness and responsibility. By integrating themes of nature, conservation, and sustainable living into visual communication, graphic designers play a pivotal role in raising awareness and inspiring action towards sustainable practices. In the context of industrial design, the collaboration between graphic designers and product developers yields innovative solutions that prioritize environmental sustainability. Through thoughtful consideration of materials, production processes, and end-of-life disposal, eco-innovative graphic design practices contribute to the creation of products that are both visually compelling and ecologically sound. Whether through the use of recycled materials, minimalist packaging designs, or biodegradable components, graphic designers harness their artistic prowess to redefine the parameters of sustainable design. Moreover, eco-innovative graphic design practices extend beyond the realm of physical products to encompass digital experiences and branding initiatives. Through digital platforms, designers have the opportunity to promote sustainability messaging, advocate for environmental causes, and encourage behavior change towards more eco-conscious consumption patterns. In conclusion, the integration of fine arts principles within graphic design serves as a catalyst for enhancing sustainability in industrial design. By leveraging creativity, innovation, and visual communication, designers have the power to shape a more sustainable future where ecological considerations are central to the design process. Embracing eco-innovative graphic design practices is not merely a stylistic choice but a conscientious commitment towards harmonizing human creativity with the imperatives of environmental stewardship.
 Keywords: Eco-Innovative, Graphic Design, Fine Arts, Industrial Design, Sustainability, Review.

5 Farm-level management practices in forage-based beef cattle systems and their influence on sustainability

Abstract Sustainability is a ‘buzzword’ often used within and outside of the agriculture industry. Southeastern beef cow-calf and stocker operations often utilize management practices which embody the core definition of sustainability to improve land resource, economic, and social viability. In forage-based production systems, year-round management practices are generally viewed by the scientific community in terms of production and economic responses. However, the continual global shift in emphasis on sustainable practices creates an opportunity to view these practices through a different lens. Goals of grazing-based beef systems often include optimizing the number of grazing days per year, reducing hay and supplemental feeding period duration, and strategic supplementation during grazed forage availability gaps. Methods for increasing the grazing season length per year may include stockpiling, inclusion of multi-species mixtures, increasing species diversity on farm, and optimizing stocking strategies. Outside of associative effects of feed supplementation are potential ancillary benefits of supplementation on the plant-animal-soil interface. As an example, feed-through fertilization influences forage growth production responses and stocking density modulation in grazed beef cattle systems. The role of mineral supplementation and ionophore inclusion in beef cattle diets is well documented from an animal performance perspective, but to a lesser extent on how using these practices may influence forage or soil response variables. Stacking management practices may elicit positive animal performance responses, while potentially reducing outside inputs into the system. The question then becomes if this is economically viable compared with a more traditional forage-based system. From a research perspective, systems-level studies are more prevalent than in the past, but funding models require scientists to evolve and lead with the sustainability message rather than from a production viewpoint. Valuing management practices from an ecosystem services view is a potential area of opportunity for researchers, industry and farmers to highlight strengths of forage-based beef cattle production systems from a consumer perspective.

Preaching to the choir: Do green influencers make a difference?

Green influencers are crucial in promoting sustainable lifestyles, but their impact may vary depending on their audience. Their behavioral effect might be limited if they were mainly “preaching to the choir” of like-minded green followers who likely already consume sustainably. The purpose of this research is to (1) investigate the communication practices of green influencers and their followers as an indicator of their green attitudes (and a potential influencer-follower attitude fit) and (2) understand the effect of consumer green attitudes on their response to green influencer messages. Field data reveal the high influencer-follower fit in green attitudes in that they mostly talk about green topics. Two experiments with real and fictional influencers show the negative implications of this attitude fit: the effect of green influencer posts on consumers’ usage intention is weaker when these consumers have similar green attitudes as the influencers (fit), whereas the effect is stronger when these posts reach a non-green audience (non-fit). This implies that green influencers should focus on reaching a non-green audience when promoting green consumption; alternatively, green behavioral intentions might increase through sustainable messages from non-green (e.g., beauty) influencers.

HelloFresh: Transitioning to a plastic-free future?

Abstract The packaging practices of HelloFresh have come under scrutiny in recent years as a result of the company’s remarkable expansion success. Customers have cancelled their meal-kit subscriptions due to the excessive use of plastic packaging for ingredients. In response to these events, HelloFresh began to seek alternatives to replace plastic packaging for its ingredients, but ultimately found that the currently available packaging technology makes it impossible to eliminate plastic completely. HelloFresh is therefore looking for ways to communicate with customers about its sustainability message and their actions to be cost-effective, retain food-safety, and foster sustainability with regard to packaging while making innovative changes in its packaging processes. In the current stage of the sustainability transition for packaging materials in which no ready-at-hand solutions are available, it is crucial for HelloFresh to strike a balance between converting its packaging practices to be more sustainable and communicating this message effectively to its customers.

Increasing Sport Fans’ Receptivity to Sustainability Messaging Through the Enhancement of Brand Authenticity

Brand authenticity is a crucial concept in determining a continuing relationship between a team and its fans. To better understand brand authenticity in the sport industry, this study explored how professional sport teams’ brand authenticity can be enhanced by its antecedents and what is the role of brand authenticity on fan loyalty, ultimately enhancing receptivity to environmental sustainability messaging. A total of 349 fans of the National Football League participated in an online survey. This research employed structural equation modeling to examine the relationships among the eight main constructs in the hypothesized research model. The results indicated that the five predictors positively influenced the team’s brand authenticity. Furthermore, enhanced brand authenticity impacted fan loyalty, while receptivity to environmental sustainability messaging was affected by fan loyalty and environmental sustainability attitude. The findings demonstrate how sport organizations can increase fans’ receptivity to environmental sustainability messaging through fans’ perceived brand authenticity and loyalty.

The Value and Pitfall of CM's Sustainability Signal Considering OEM's Greenwash

It is widely observed in industry that some firms intentionally “greenwash” their products to profit from the ever-rising green consumerism; however, there are also some firms that unintentionally greenwash as a result of misinformation, a form of supplier responsibility risk. To manage this risk, the most common approach is asking for samples before the products are delivered at scale. In this article, we consider a contract manufacturer (CM) that supplies products to an original equipment manufacturer (OEM). The CM has the option to implement a green product line. Before conveying a sustainability message to consumers, we assume that the OEM can choose whether or not to ask for samples and update its belief about the final product type. We start with a base case where the CM does not sell self-branded products. In this situation, the CM always sends an authentic signal and the OEM conducts deliberate greenwash only when the risk of detection is low. However, after extending the base case to a co-opetition case, where the CM not only makes profit from its contract manufacturing business, but also sells self-branded products, the strategic interactions of the OEM and CM become more intriguing. We find the OEM may deliberately greenwash even if it is highly risky, in order to lower the wholesale price, and the CM may send nongreen samples even if a green product line is setup. More interestingly, we find the misleading signal is able to mitigate the double marginalization effect (the double markup in price) by decreasing the wholesale price and the market price of products simultaneously, and this increases consumer surplus, but may lead to higher environmental impact. This work has implications for both operations managers and regulators. We suggest managers in OEMs ask for samples before a CM delivers products at scale if the market potential is high and the CM encroaches on end market. Regulators should note that penalties alone may not curb greenwash, as an OEM may use it for strategic purpose.

Analysis Of Sustainability Communication Strategies in PT. Jaya Ancol People's School CSR Program

This study aims to analyze the Communication Strategy for Sustainability of the PT People's School CSR Program. Jaya Ancol with a focus on program objectives, communication methods used, and the impact that has been produced. The research method used is a literature study by collecting and analyzing secondary data related to CSR programs and corporate sustainability communications. The analysis results show that PT. Jaya Ancol has succeeded in conveying sustainability messages through various communication channels, strengthening public awareness, and building support for the company's sustainability efforts. In addition, the Sekolah Rakyat CSR Program provides concrete benefits in the form of increasing access to education for the community around Ancol and strengthening positive relationships between the company and the local community. Continuous evaluation and responsiveness to change are the keys to maintaining the sustainability of this program. This study provides a positive picture of the importance of strategic communications and CSR programs in achieving corporate sustainability goals

Exploring which factors impact restaurant willingness-to-pay by menu course

ABSTRACT While hospitality researchers have examined what impacts willingness-to-pay in restaurants, they have yet to determine if willingness-to-pay varies by menu course. The impact of sustainability messages and historical information on willingness-to-pay has also not been explored. This study used choice-based conjoint analysis to examine the effects of food quality, service quality, ambiance, sustainability information, historical information, and price on willingness-to-pay for three different courses in a restaurant: appetizer, entrée, and dessert. The choice of menu items and prices was based on an examination of casual dining restaurants in the U.S. The results indicate that while food quality, ambiance, and service quality were significant for all three courses, there were some interesting differences by course. While food quality was consistently the highest-rated antecedent, demographic information significantly changed the value of other antecedents for appetizers. For desserts, the uncommon menu item was the most chosen item. The sustainability and historical information messages were not significant, indicating that consumers may be experiencing information overload.

The Evolving Nature (or Not) of Sustainability Communications in New Home Building in Australia

Research has demonstrated that sustainable homes can help mitigate the impact of climate change and assist with meeting international climate targets. However, market implementation has been slow due to limited regulatory regimes and poor engagement by home builders across Australia. In Australia, homes are commonly built by ‘volume home builders’ (VHBs), who are defined as home builders who build large quantities of homes, generally from a standardised set of plans and formats. The Housing Institute of Australia (HIA) ranks the largest volume home builders annually in their top 100 home builders report. To evaluate the VHBs’ approach to communicating sustainability in their home products, this study used content analysis techniques to investigate their use of online communication channels (websites, blogs and social media accounts). This study examined 23 New South Wales VHBs in 2020 and 2022 and compared them to a study of Australia’s top 100 VHBs in 2016. The findings demonstrated a significant increase in the level of sustainability communications in their online channels between 2016 and 2020 but showed a decrease between 2020 and 2022. Overall, the level of detail, the type of information and the educational quality improved from 2016 to 2022. However, only two VHBs provided a high level of sustainability information. The most recent results illustrated that VHBs have moved away from having sustainability links and terminology on their websites compared to the 2020 baseline. This study demonstrated that leading Australian VHBs have an enormous opportunity to improve their sustainability messaging and suggested recommendations for enhancing communication capabilities and providing more meaningful sustainability information.

Using Neuromarketing to Create More Effective Messages in Sustainability Advertising Campaigns

Sustainability has become a hot topic in recent years, and it is essential for businesses to integrate sustainability into their marketing strategies. However, it is not enough to simply communicate messages related to sustainability in advertising. The challenge is to create campaigns that inspire consumers to act in ways that are better for the environment. Currently, many brands are trying to communicate topics related to sustainability in advertising, but not all campaigns will make people want to treat the environment better. It is knowledge from neuromarketing that allows us to better understand consumer motivations and behaviour. Thanks to this, brands can communicate their sustainability messages more effectively. In the article, we focused on a review of existing research that deals with the topics of sustainability in the context of advertising and consumer behaviour. We describe findings that help in the creation of advertising messages in campaigns that aim to motivate the consumer to be environmentally responsible. Neuromarketing research provides valuable insights into the emotional drivers of consumer behaviour, empowering brands to design effective sustainability campaigns. Companies can drive behaviour change and build a more sustainable future. Ultimately, the effective communication of sustainability topics in advertising not only benefits the environment but also helps companies build a stronger relationship with their customers, creating a beneficial scenario for all stakeholders. Our goal is to offer companies recommendations for a better understanding of their consumers and to be able to communicate sustainability topics more effectively so that they have a real impact.

The crispy cricket – Attitudes, habits, and tradition in insect consumption

Consuming insects as a solution to climate change became popular in scientific publications but most of these publications focus on western countries. The objective of this study was to explore attitudes and motivations towards insect consumption in a country where insect consumption is common. A questionnaire was administered to 462 Mexicans in regions where insect consumption is frequent. The questionnaire included three main sections: 1) edible insect representations, 2) attitude and consumption drivers and 3) consumption habits. A majority of respondents declared eating insects (60%). The representation of edible insects of respondents not eating insects was not very different from that of the respondents eating insects, both being organized around the type of edible insects and their nutritional value. A Principal Component Analysis revealed four main attitude dimensions: Eating insect is 1) a habit from the past, 2) a tradition, 3) for snack and special occasions, 4) trendy. Most of noneaters disagreed with the tradition dimension. Insect-eaters’ drivers were mostly nutritional and sensory, liking crispy texture, spiciness, and salty taste of insects. Sustainability, convenience, and affordability were not important drivers. Concerning culinary habits, participants declared to prepare each insect in different ways (taco, complex dishes). To sum up, our results highlight that the fact of seeing eating insects as disgusting and that insects need to be “invisible” to be accepted is culturally acquired among western countries. We suggest that hedonic persuasion strategies based on current practices may be more efficient in promoting entomophagy than nutritional and sustainable messages.