A health-oriented decision model of insect protein bars: Moderated by age and sensory appeal

This study aims to develop a health benefit promotion model for edible insect food targeting older consumers, using a mixed-methods design. Drawing on the holistic and individualistic theory of health and the AIDA model, the quantitative findings reveal that health consciousness drives health interest, which enhances perceived healthiness and subsequently influences purchase intention and willingness to pay more. Age moderates the relationship between health interest and perceived healthiness, with greater effects seen among older adults, while sensory appeal amplifies the impact of perceived healthiness on behavioral intentions. Building on these results, the qualitative findings provide deeper insights into how these factors shape and contextualize consumer adoption dynamics. The findings highlight the potential of targeting health-conscious older consumers with appealing sensory attributes to increase adoption. These insights offer practical guidance for hospitality practitioners and marketers on effective strategies to position edible insects as a sustainable and appealing addition to mainstream gastronomy.