How nature sounds affect perceptions and attitudes of consumers toward insect foods? A cross-cultural assessment

Purpose The present study aimed to assess the specific role of ambient natural sounds on emotional, sensory and attitudinal responses toward a novel processed insect food in different countries characterized by distinct relationships and experiences with entomophagy. Design/methodology/approach This study cross-culturally compared the effect of cricket and watercourse sounds on perceptions and attitudinal responses toward a processed insect food product in Europe and Latin America. Findings In Europe, results were in line with the expected findings (participants in the cricket chirps condition appreciated the product better and showed a more favorable attitude toward it). However, Latin Americans reacted quite differently to the stimuli. Research limitations/implications In the future, such kind of studies could also be cross-culturally replicated in regions with very different insect-food cultures, such as Asia and Africa. Practical implications As a practical contribution, we not only focus on the aesthetical experience of sound but offer unprecedented sound design techniques based on sonic seasoning. By adding such kind of customized sound in communication plans and tasting experiences, it can be introduced a sensory channel for deeper personalization and connection with the consumer to, for example, more positively promote the choice for sustainable sources of food. We can certainly think of advertisements, nudges aimed at encouraging the consumption (online/onsite) as well as multisensory tasting experiences for enhancing flavors and liking of insect-based foods. Our findings could also be used to inspire marketing strategies related to similar innovative foods triggering initial aversion among consumers. Social implications When considering strategies as a support for policymaking (e.g. to achieve the sustainable development goals promoted by the United Nations), all kinds of efforts must be devoted to revisiting the way we produce and consume meat. The recent report from the Science Advice for Policy by European Academias, entitled “Towards Sustainable Food Consumption” (SAPEA, 2023), states that our diets need to shift towards more diverse ingredients, while limiting red/processed meat and high-fat animal products. Originality/value Such findings could help develop marketing strategies aimed at encouraging sustainability in food consumption or multisensory culinary experiences involving sounds aimed at enhancing their appreciation for sustainable menus.