Though a mixed method approach, the key themes emerging from the analysis emphasize the importance of proper information and communication to increase willingness to eat insect-based food.
 

Qualitatively, all experts indicated the importance of a proper information and communication for entomophagy acceptance and the increase of the willingness to eat insect-based food.
As a matter of fact, information, adequate communication, and tailored promotion through specific channels seem to be the key for increasing the percentage of Gen Z population willing to eat insect-based food.

Quantitatively, we estimated the differential effect that a proper information exerts on consumers in terms of higher willingness to eat insects compared to other situations where consumers are not informed about the benefits of insect-eating. Indeed, the studies show that Gen Z consumers show a more positive attitude toward entomophagy and exhibit higher levels of willingness to eat when they are provided with several nutritional, health, environmental and sustainable information on the positive aspects of insect-based food.

This reveals the importance of properly informing and communicating consumers this new food practice and the key elements surrounding it for overcoming disgust and lowering food neophobia; in addition, by properly communicating this new food trend to Gen Z it is also possible to make even the more skeptical consumers change opinion and potentially convince others to become positive agents of change in convincing families and friends to try.