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There is increasing interest toward insects as an alternative protein source in Western countries even though, so far, most Western consumers react with disgust and rejection. The literature on consumer behavior has mainly investigated the willingness to consume insects with regard to human diet, revealing that providing information about the positive effects of edible insects and using familiar foods while ensuring that insects are not visible will increase the willingness to eat insects. What is still unclear are consumers preferences for specific insect-based products having different features in a non-hypothetical market. The current study analyzed 200 Italian consumers’ preferences for three insect-based products (carriers) such as pasta, cookies and chocolate bars through a non-hypothetical willingness to pay (WTP) elicitation mechanism, the Multiple Price List (MPL), in a mixed within/between experimental design …