It is unnatural!–the role of food neophobia and food technology neophobia in shaping consumers' attitudes: a multimethod approach

Purpose: This paper aims to extend the current knowledge about how food neophobia and food technology neophobia can influence whether consumers choose fish farmed with insect-based flours (FFIF). Design/methodology/approach: The authors used an online survey questionnaire and a sample of 567 young Italian adults. The answers were analysed using fuzzy-set qualitative comparative analysis and structural equation modelling. Findings: Both methodologies highlighted the relevance of food technology neophobia in influencing consumers' attitudes and intentions, even when foodstuffs were not produced through technology-intensive processes. Research limitations/implications: Despite being focussed on a sample containing people of similar ages and food cultures, this study offers evidence that it is not necessarily the technological level of a food production process that sparks feelings of technology-related neophobia. Thus, this study highlights the importance of consumers' perceptions of foodstuff choices. Practical implications: The findings provide valuable insights into how informative campaigns should address the problem of increasing the acceptance of novel foods, such as FFIF. Originality/value: The present study provides empirical evidence that food technology neophobia can influence whether consumers choose FFIF. Furthermore, using a mixed-method approach is novel in the field of new foods.