This study examines how perceptions of food safety and risk contribute to the formation of trust among young consumers toward insect-based food products, a key element in the emerging protein transition.
A large-scale survey of university students (N = 5,179) was conducted in Northwestern Italy. Data was analysed using cluster analysis and logit regression to identify consumer segments characterised by different perceptions of food safety and to identify determinants of insect-food trust.
Three distinct clusters emerged. Rules-oriented consumers exhibit high trust in EU novel-food regulation and the greatest propensity to trust insect products. The Uncertain group exhibits strong risk sensitivity and relies on situational cues, such as retail cleanliness, leading to hesitant trust. Brand-trusting consumers value commercial reputations but remain sceptical when products are perceived as radically unfamiliar. Across clusters, regulatory credibility reduces perceived risk, but its effectiveness depends on complementary communication strategies.
The findings highlight the need for targeted, segment-specific strategies to foster trust in insect-based food products. Regulatory transparency and clear safety information are particularly effective for rules-oriented consumers, while brand-related signals and certifications are more relevant for brand-trusting individuals.
This study contributes to the literature by conceptualising trust as a central outcome of food safety perception and by demonstrating that it emerges from multiple sources that operate differently across consumer segments. In particular, it highlights the role of regulatory credibility as a distinct and segment-specific driver of trust in the context of novel foods.
