Beyond Disgust: Understanding Athletes’acceptance of Insect- Based Protein Supplements Through Food and Technology Neophobia in Italy

This study explores the psychological determinants shaping athletes’ intention to consume insect-based protein supplements, an emerging segment in sustainable sports nutrition. Although edible insects are increasingly promoted as an alternative protein source, Western consumers remain hesitant due to cultural and perceptual barriers. Focusing on physically active Italian consumers, the study investigates how food neophobia (FN) and food technology neophobia (FTN) influence behavioral intention through the mediating roles of perceived benefits (PB) and perceived risks (PR). Data were collected through an online survey administered to 415 regular gym users and amateur athletes and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to test both direct and mediated relationships among constructs. Results indicate that perceived benefits significantly and positively influence consumption intention, whereas perceived risks act as a secondary but negative predictor. Both FN and FTN reduce PB and increase PR, confirming their indirect negative impact through cognitive mediation. Benefits related to performance, sustainability, and nutritional value emerge as the main drivers of acceptance among athletes. Overall, this research contributes to the growing literature on novel food acceptance by integrating FN, FTN, and the dual mediation of PB and PR within a single model. The findings provide actionable insights for marketers, nutritionists, and policymakers seeking to promote sustainable protein innovations.