Will I taste it if It’s Good for the Planet? Proenvironmental Perceptions and Values as Drivers to Counter-Cultural/counter-Attitudinal Food Product trial, the Case of Entomophagy in western Countries

As western consumers become more and more sensitive to the new societal and environmental stakes, the question still remains whether this has an effect on their consumption choices and behaviors. Entomophagy is presented today as a sustainable and pro-environmental solution to feed the world. for western consumers, who are offered every day, in the stores and restaurants, new and innovative food products, often originated from all around the world, what are the drivers to the trial and consumption of such counter-cultural and counter-attitudinal products? The results of this exploratory research show that if proenvironmental personal values and norms play a role in future consumption intention, actual behavior, which faces several types of inhibitions, might be fostered by more social and situational drivers.