Influence of Media on Consumers’ Behavioural Intentions Towards Entomophagy in Western Kenya
Abstract
Insects are rich in protein and fat, and various insect species contain substantial amounts of vitamins and minerals. Consequently, insects can greatly contribute to food and nutrition security. Entomophagy (consumption of insects as food) has been practised in Western Kenya for many years. However, in recent times the consumption of edible insects has declined due to the notion that consuming insects is outdated and distasteful. Numerous studies have shown that media significantly affects consumers’ food choices and dietary behaviour. Furthermore, media challenges consumer subjectivities, conceptions of consumer choice, consumer insight, consumer practices, and consumer communities. Hence, the aim of this study was to examine the influence of media on consumers’ behavioural intentions towards entomophagy in Western Kenya. The conceptual model for this study was based on the theory of planned behaviour with media as the independent variable, attitude, subjective norms, and perceived behavioural control as mediators and consumers’ behavioural intentions as the dependent variable. A questionnaire survey was used to collect data (n = 324), and valid data was analysed by the mediation analysis method. The findings revealed that media directly and indirectly through attitude and perceived behavioural control influenced consumers’ behavioural intentions towards entomophagy positively. The indirect effect through subjective norms was insignificant. The total effect, total indirect effect and direct effect were significant, thus confirming the positive influence of media on consumers’ behavioural intentions towards entomophagy. Based on the findings of the study, if optimally exploited, media can considerably contribute to the enhanced consumption of insects
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Copyright (c) 2022 Billy Juma Werunga, Monica Awuor Ayieko, PhD, Solomon Ogara, PhD
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