This exploratory study investigates how consumer knowledge influences
willingness to buy (WTB) insect food products. A comparative approach
between Northern and Central Europe is adopted to explore whether
consumer knowledge has different effects on WTB across cultural areas in
Europe. The study analyses consumer survey data collected in Finland,
Sweden, Germany, and the Czech Republic (N = 887) with
structural equation modelling and multi-group models. The results
suggest that the effects of distinct types of knowledge and food
neophobia on WTB are mainly indirect and mediated by general attitudes,
with these effects differing significantly between Northern and Central
Europe. In Northern Europe, the consumers’ objective and subjective
knowledge of insect food predict WTB as much as previous product-related
experiences and food neophobia. In Central Europe, product-related
experiences and food neophobia are superior predictors to subjective and
objective knowledge. Moreover, consumers in Northern Europe generally
have a more positive attitude towards insect food than consumers in
Central Europe. Possible explanations for the regional differences are
discussed, and implications are suggested on how the region-specific
features should be regarded when developing consumer education and
promotion strategies for insect food.