In the context of globalization, cross-cultural studies have become increasingly important for understanding differences in consumer acceptance of various foods. This study examines and compares the acceptance of insect-based foods between consumers in Greece and Ireland, two EU countries where insect-based foods are not widely available. An online survey was distributed in both countries and responses from 489 participants (Greece: n = 283; Ireland: n = 206) were analysed, using non-parametric tests for the quantitative data, and a combination of thematic and content analysis for the qualitative data. Overall, the Mann–Whitney U test showed that participants from Greece were significantly less willing to consume insect-based foods than those in Ireland. Among EU-approved insects, the Friedman test showed that participants in Ireland significantly preferred yellow mealworms over house crickets and migratory locusts, whereas participants in Greece showed no significant preference among these species. Both groups were more willing to consume insect-based foods when the insects were not visible, while they differed in their preference of inclusion percentage of insect protein in foods. However, no differences were found in the willingness to consume different types of non-visible insect products. The Mann–Whitney U test showed that participants in Ireland could be more influenced to consume insect-based foods by external factors, with live demonstrations by chefs being the most influential. However, family members would be the most influencing factor for those from Greece. Nuances in participants’ willingness to buy insect-based foods are presented and discussed. These findings could inform strategies aimed at increasing the acceptance of insects as food among consumers in European countries with limited exposure to such products.

The origin of a product, consumer familiarity, and purchasing identity are factors that affect the perception of cheese consumption. The present study aims at identifying consumers’ conceptualizations and attitudes towards local Greek cheeses of the North-Aegean Sea islands, such as Ladotyri, Graviera, Kasseri, Kaskavali, Melichloro, and Kalathaki, some of which have a Protected Designation of Origin (PDO) status, as opposed to cheeses of non-Greek origin, such as Cheddar, Regatto, and Gouda. Sensory and emotional attributes of local, local PDO, and imported cheeses, as well as drivers associated with consumers’ choice and acceptance above and beyond their sensory attributes, were studied using three methods: (a) flash profile to gain insight into the sensory positioning of products and description of samples; (b) qualitative analysis of focus groups to pinpoint consumer knowledge, preference, and consumption criteria; and (c) a new methodology for natural language processing and sentiment analysis of social media posts to determine consumer conceptualizations. Social media posts have proven to be a valuable source of linguistic and cultural data for cheeses. Local cheeses, including PDO products, were found to be linked to village life and family gatherings, home, tradition, and childhood memories, with saltiness and hardness being their main sensory attributes. Imported cheeses were linked to fast food, pizza, and snacking, with elasticity and gumminess as prominent sensory qualities. The main criteria for purchase were intended usage and versatility, taste and texture, price, and familiarity. The findings provide key sensory attributes, information about consumer purchasing criteria, and relevant vocabulary for the promotion of cheeses as agri-food and gastronomic identity key products.

Social norms can affect food consumption. Although social media could be used to disseminate such norms, there is limited experimental research on the subject. The purpose of the study was to examine the effects of socially endorsed social media food posts, in the form of Instagram likes, on participants’ eating behavior of wheat food products. The survey was conducted in sensory booths where 149 participants were assigned to one of three conditions viewing three types of images: traditional Greek foods, modern foods, and home decoration as control. However, only one type was socially endorsed with likes. Participants self-reported on a series of questionnaires and were offered traditional Greek rusks (paximathia) and modern crackers as a snack reward during break time on two separate dishes. The hypothesis was that those who had paid attention to socially endorsed images of traditional foods would prefer to consumer Greek rusks, whereas those having paid attention to socially endorsed modern foods would opt for the crackers. Using the ANCOVA model, there was not identified any significant effect of condition on rusk or cracker consumption in grams after controlling the covariates. The results propose that exposure to socially endorsed images with Instagram likes, as a form of social media norm, do not incite people to consume more of either traditional rusks or modern crackers.

Social media has developed into a leading advertising platform, with Instagram likes serving as visual cues that may influence consumer perception and behavior. The present study investigated the effect of Instagram likes on visual attention, memory, and food evaluations focusing on traditional Greek food posts, using eye-tracking technology. The study assessed whether a higher number of likes increased attention to the food area, enhanced memory recall of food names, and influenced subjective ratings (liking, perceived tastiness, and intention to taste). The results demonstrated no significant differences in overall viewing time, memory performance, or evaluation ratings between high-like and low-like conditions. Although not statistically significant, descriptive trends suggested that posts with a higher number of likes tended to be evaluated more positively and the AOIs likes area showed a trend towards attracting more visual attention. The observed trends point to a possible subtle role of likes in user’s engagement with food posts, influencing how they process and evaluate such content. These findings add to the discussion about the effect of social media likes on information processing when individuals observe food pictures on social media.

Sensory linguistics and food science meet in the field of consumer studies. Glossaries of emotions and tools for measuring feelings related to food consumption are being developed in order to understand consumer preferences, and to gain insight to be used in consumer-focused product development and marketing. Although there are lexicons and tools for measuring emotions in various languages, there are none in Greek, leading to reduced competitiveness of Greek products and companies. As is the trend in cross-cultural studies, for the present study, an English emotion measurement tool was translated into Greek. The consumers with whom the translated tool was tested reported that many of the emotions contained were inappropriate for the task. Thus, the need to develop a lexicon in Greek from scratch was identified. Following the methodology for the development of the EsSense Profile an established commercial measurement tool, input from consumers was collected using questionnaires of various forms and for a variety of foods and beverages. Additionally, language sources were used for the development of the new Greek tool. The World Wide Web and Instagram were also used as linguistic resources, a practice that does not belong to standard methodology but follows the current literature. The new emotion lexicon was used as a measurement tool and compared with a broadly used measurement tool that contains emojis.