I like it if peers eat it: Social evaluative learning toward insect food

One key goal for a sustainable food system is the reduction of meat and fish consumption. Insect-based proteins offer a viable eco-friendly alternative, producing fewer greenhouse gas emissions and requiring fewer resources than traditional livestock farming. They also cause significantly less animal suffering, as insects have simpler nervous systems and can be harvested with minimal harm. However, consumer acceptance remains a major barrier. We experimentally investigate two social learning interventions—Observational Evaluative Conditioning (OEC) and Vicarious Consumption (VC)— to improve attitudes toward insect-containing foods. Two Experiments (N = 430) show that both VC and OEC interventions are effective. These findings highlight the potential of social learning in redefining consumer perceptions and fostering acceptance of novel, ethical, and sustainable food options, offering valuable insights for advocacy, policy, and marketing.