Factors influencing insect burger choice in a real-life setting: A study in university restaurants in Switzerland

• A study was conducted in a real environment setting. • Disgust was a key mediator in the choice of an insect-based burger. • The attitude towards insects in their unrecognisable form drove disgust and the choice of burger. • Viewing insects as animal food has a negative influence on the choice of insect burgers. • Offering insect-based foods in an unrecognisable form can help to reduce disgust and increase acceptance. This study explored factors influencing the choice of an insect-based burger in real-life settings. The insect burger was offered as a meal option at four university restaurants in Switzerland. An online survey followed, where 112 participants responded, regardless of their meal choice (69 chose the insect burger). A multivariate analysis using PROCESS examined the relationships between socio-demographic factors, food choice motives, food neophobia, disgust, and other behavioural patterns with insect burger selection. The study found that disgust, viewing insects as animal food, natural content as a food choice motive, and attitudes toward consuming insects in unrecognisable forms influenced the choice. Disgust and seeing insects as animal food had negative effects, while natural content and attitudes toward unrecognisable insect food had positive effects on burger selection. Disgust was significantly influenced by and mediated the effects of insect phobia and attitudes toward eating insects in both recognisable and unrecognisable forms. The findings highlight disgust's central role, both directly and as a mediator. Offering insect-based foods in unrecognisable forms may help reduce disgust and boost acceptance or willingness to try these products. This research contributes to the literature and can potentially benefit the insect food industry, promoting entomophagy among consumers.