Abstract
The purpose of this study is to investigate the influencing factors for fitness enthusiasts' willingness to purchase insect protein foods as fitness protein replacements. Using structural equation modeling, a model was developed to understand the factors influencing the purchase intention of insect alternative foods. We conducted an online survey of 968 fitness enthusiasts in China. In accordance with the data processing results, perceived value appears to be one of the most significant factors that contribute to consumers' purchase intention, attitude, and satisfaction with their purchase decisions. Furthermore, satisfaction has the potential to improve user attitudes and increase user purchase intentions. As a whole, this study extends research on insect protein alternatives as a potential alternative product for bodybuilding supplements. Moreover, make some recommendations to producers, designers, and promoters.