Acceptance of novel food and the role of psychological food involvement

The acceptance of novel foods, regulated under the EU's Regulation (EU) 2015/2283, is crucial for promoting a more sustainable diet and addressing global environmental challenges, however often consumers are skeptical in front of innovation and refuse to change their food habits. This chapter explores how psychological and emotional variables, including attitudes, emotions, and beliefs, influence the acceptance of novel foods. Understanding these factors is essential for developing effective communication and marketing strategies to increase the adoption of novel foods. By targeting educational and promotional campaigns to raise awareness and modify consumer perceptions, it is possible to enhance openness toward these innovative foods. In particular, the psychological food involvement (PFI) construct highlights the role of food in personal identity, social connections, and emotional well-being, demonstrating its key role in shaping consumer perceptions and decisions regarding these innovative foods. This approach can significantly contribute to the transition toward a more sustainable food system, reducing environmental impact and promoting greater global food security.