Structural equation model of sensory preferences, acceptance, and purchase intentions of a novel food product and their relationship to emotional responses: the case of an instant congee product mixed with cricket protein powder

Sensory perceptions significantly influence consumer acceptance of innovative food products, including alternative protein sources like house cricket powder. This study explored the impact of cricket protein powder concentrations on sensory preferences, acceptance, purchase intentions, and emotional responses to an instant congee product, integrating the Theory of Planned Behavior (TPB) and sensory preference theory. Four concentrations of cricket protein powder (0, 30, 50, and 70%) were tested using 100 consumer participants. Sensory attributes (color, taste, odor, texture, aftertaste, and overall preference), purchase intentions, and emotional responses were measured before and after tasting. Structural equation modeling (SEM) revealed that 50% and 70% cricket protein concentrations significantly influenced consumer acceptance and purchase intentions (p < 0.05), with 50% showing the strongest effects. Emotional responses showed positive shifts, with increased scores for “good,” “satisfied,” and “safe” and decreased scores for “worried” and “disgusted” after tasting. These findings suggest that cricket protein powder concentration affects consumer preferences, emotions, and purchase decisions, with 50% being the optimal level for balancing sensory and emotional appeal.