Despite their potential as sustainable protein sources, insect-based food products are facing slow acceptance by European consumers. The study investigated societal attitudes toward insect-based foods according to a survey of Italian consumers. Employing the Theory of Social Representation (SR) and the Theory of Planned Behavior (TPB) the study adopted a quali-quatitative approach to identify the interplay between cultural factors and determinants of behavioral intentions to consume insect-based foods. The study sample ( N = 380) responded to a two-part online survey: a free word association task to the stimulus “insect-based food” and a structured questionnaire of TPB variables (attitude toward insect-based food, subjective norm, perceived behavioral control, behavioral intention) and its pertinent extensions, i.e., disgust, food neophobia, and positive moral attitudes. The lexical corpus derived from free associations was analyzed with ALCESTE and the resulting lexical classes were illustrated by means of quantitative measures. Three social representations of insect-based food, varying in their degree of abstraction/concreteness and perceived safety and effectiveness, were identified and labeled as “Simply Disgusting,” “Nutritious and Sustainable,” and “Curiosity and Caution.” Each representation was associated with a well-defined profile of participants and was clearly linked to participants' beliefs about insect-based food, the moral implications of these dietary choices, and consumers' intentions to purchase such products. The study suggests the need for targeted interventions to address societal misconception and foster a more favorable perception of insect-based food products as viable food options in European diets. Our findings provide insights for policymakers and producers seeking to promote sustainable dietary choices. • Social Representations of Insect-Based Foods and the Theory of Planned Behavior. • Consumer Perspectives on Insect-Based Foods: Curiosity and Positive Moral Attitudes Beyond Disgust. • Targeted Interventions to Overcome Societal Skepticism Toward Insect-Based Foods. • From Free Associations to Social Representations: How Consumers Perceive Insect-Based Food.