Too scared to swallow? Psychological resistance, consumer acceptance and consumption willingness of insect-based foods in China

Purpose With the global population’s expansion and the intensification of sustainability challenges, edible insects have been treated as a promising source of alternative protein. China represents a potentially large market. However, despite regional traditions of insect consumption, most Chinese consumers remain resistant to insect-based foods. This study aims to examine consumer acceptance and consumer willingness of insect-based foods in China, focusing on food neophobia, disgust sensitivity, perceived health, hygiene, social and psychological risks, as well as the moderating role of altruism. Design/methodology/approach Hypotheses were tested by using partial least squares structural equation modelling and SPSS 27.0. Data were collected through an online survey of 356 Chinese consumers. Findings Results show that food neophobia, disgust, health, hygiene and psychological-related risks significantly increase psychological resistance, which in turn reduces acceptance. Acceptance is found to be a strong predictor of consumption willingness. Altruism emerged as a moderator that weakens the adverse effect of resistance on acceptance, though it does not alter the relationship between acceptance and consumption willingness. Contrary to expectations, social risk did not significantly influence psychological resistance in this context. Originality/value This study introduces psychological resistance as a central mechanism linking food neophobia, disgust and perceived risks to acceptance, while clarifying the limited salience of social risk in the Chinese context and the boundary conditions of altruism. The findings offer practical insights for producers, marketers and policymakers on how to reduce consumer resistance and promote insect-based foods as sustainable and socially acceptable protein alternatives.