Consumer Willingness to Pay for Hybrid Food: The Role of Food Neophobia and Information Framing

<b>Background/Objectives:</b> The global food system faces mounting pressures from population growth, dietary transitions, and resource and environmental constraints. Hybrid foods, which combine nutritional, environmental, and economic advantages, are increasingly regarded as a promising solution. This study examined consumer acceptance and willingness to pay (WTP) for a novel hybrid food product-beef rice. <b>Methods:</b> Based on online survey data collected from 1536 Chinese consumers, this study measured food neophobia and investigated its influence on WTP for beef rice. In addition, it explored the moderating effects of four distinct types of information interventions. <b>Results:</b> More than 80% of respondents expressed a willingness to purchase beef rice. Food neophobia exerted a significant negative effect on WTP (β = -1.538, <i>p</i> < 0.001). Among the information treatments, environmental information significantly mitigated the negative impact of food neophobia on WTP (β = 0.573, <i>p</i> < 0.01), while health-related and combined framings did not show significant effects. <b>Conclusions:</b> Chinese consumers generally hold a positive attitude toward hybrid foods such as beef rice. However, food neophobia significantly reduces their WTP. Environmental information shows a significant moderating effect and may serve as an effective strategy to enhance consumer acceptance of novel hybrid food products.