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Celebrity Endorsement, Message Framing, and Online Social Support: The Gateway Bug to Edible Insect Consumption

Abstract
While world organizations stress the importance of edible insect consumption as a sustainable, nutritious, and vital initiative to population growth and future sustainability, there remains resistance in adoption. Based on the academic and managerial gaps, this study examines how the marketing techniques of social support, celebrity endorsement, and message framing serve as the gateway to tourists trying local edible insect foods, product advocacy, and increasing future purchase intention through a 2 (message framing: hedonic vs. utilitarian) x 2 (celebrity endorsement: present vs. absent) x 2 (social support: high vs. low) between-subjects experimental design. The findings show that celebrity endorsement presence, social support and message framing interact to significantly affects behavioral intentions. Results expand upon theoretical gaps and serve as a critical piece in enticing Westerners to adopt this crucial sustainability initiative for the changing times and greater good of humanity and the planet.
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