External and internal cues affecting consumer perception of edible insect foods

Purpose Edible insect foods (EIFs) are recognized as a sustainable protein source; however, consumer acceptance remains limited because they simultaneously evaluate benefits and risks. This study examines how external cues—packaging transparency and image realism—and the internal cue of insect visibility interact to shape consumers’ perceptions of benefits and risks and purchase intention (PI). Design/methodology/approach Two between-subject experiments were conducted. Study 1 used a 2 (packaging transparency: transparent vs. opaque) × 2 (insect visibility: visible vs. invisible) design, and Study 2 used a 2 (packaging transparency: transparent vs. opaque) × 2 (realistic images: high vs. low) design. Data were collected via online surveys and analyzed using MANOVA and multiple regression. Findings In Study 1, packaging transparency and insect visibility interacted significantly (Wilks’ Λ = 0.916, F(2,155) = 7.15, p = 0.001, partial η2 = 0.084). When insects were visible, transparent packaging increased perceived environmental benefits but also safety and quality risks. In Study 2, packaging transparency and image realism showed an interaction effect on risks (Wilks’ Λ = 0.911, F(4,153) = 3.725, p = 0.006, partial η2 = 0.089) but not on perceived benefits. Across both studies, perceived health benefits increased PI, whereas psychological and quality risks decreased it. Originality/value This study advances Cue Utilization Theory by showing that, in novel food contexts, such as EIFs, multiple visual cues jointly shape perceived benefits and risks, leading to ambivalent evaluations.