This study aims to develop a health benefit promotion model for edible insect food targeting older consumers, using a mixed-methods design. Drawing on the holistic and individualistic theory of health and the AIDA model, the quantitative findings reveal that health consciousness drives health interest, which enhances perceived healthiness and subsequently influences purchase intention and willingness to pay more. Age moderates the relationship between health interest and perceived healthiness, with greater effects seen among older adults, while sensory appeal amplifies the impact of perceived healthiness on behavioral intentions. Building on these results, the qualitative findings provide deeper insights into how these factors shape and contextualize consumer adoption dynamics. The findings highlight the potential of targeting health-conscious older consumers with appealing sensory attributes to increase adoption. These insights offer practical guidance for hospitality practitioners and marketers on effective strategies to position edible insects as a sustainable and appealing addition to mainstream gastronomy.

中文翻译：

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以健康为导向的昆虫蛋白棒决策模型：受年龄和感官吸引力的调节

本研究旨在使用混合方法设计开发一种针对老年消费者的食用昆虫食品的健康益处促进模型。借鉴整体和个人主义的健康理论和 AIDA 模型，定量研究结果显示，健康意识会推动健康兴趣，从而增强感知的健康，进而影响购买意愿和支付更多意愿。年龄调节了健康兴趣和感知健康之间的关系，在老年人中的影响更大，而感官吸引力放大了感知健康对行为意图的影响。基于这些结果，定性研究结果为这些因素如何塑造消费者采用动态和情境化提供了更深入的见解。研究结果强调了针对具有吸引人的感官属性的注重健康的老年消费者以提高采用率的潜力。这些见解为酒店从业者和营销人员提供了实用指导，让他们制定有效策略，将食用昆虫定位为主流美食的可持续和有吸引力的补充。