The willingness to consume insect-based food: an empirical research on Italian consumers

Abstract

Nowadays, scholars, entrepreneurs and policy makers focus their attention on food-related health challenges, nutritional value and food safety. Among these themes, the use of processed animal protein developed from insects as alternative food source is increasingly debated. The main goal of this paper is to contribute to filling this gap with an empirical analysis focused on the willingness of Italian potential consumers to eat insect-based food. By applying the conjoint analysis technique, the study identifies the cause of consumers’ reactions to novel food based on cultural bias rather than on ‘neophobia in itself’ or on knowledge about the product. In this new scenario, the companies operating in the food sector could reduce this bias by devising effective marketing strategies that are oriented to underline the link between consumption of insect-based food and the associated nutritional benefit. In other terms, consumption based on cultural elements can be seen as the result of a strategic dynamic process.<br />

Acceptance of Insect-Based Food Products in Western Societies: A Systematic Review

“…However, not all studies are mentioned in the results section. These studies could not show any significant results or were mixed method studies that provided qualitative results (30)(31)(32)(33)(34)(35).…”

A literature review of consumer research on edible insects: recent evidence and new vistas from 2019 studies

“…As a result, it has become customary in current research to present different product choices to respondents, e.g. a mealworm-based nutrition bar and a mealworm burger (Berger et al, 2019), pizza made with flour, pizza made with cricket flour, pizza made with cricket flour and spirulina algae (Iannuzzi et al, 2019); a 'hybrid' insect burger made out of pulverised insects mixed with beef and a conventional (bovine meat) burger (Kornher et al, 2019), a meat burger containing solely beef, a hamburger patty consisting of vegetarian ingredients, or an insectbased burger consisting of a mix of ground insects and vegetarian ingredients (Kusch and Fiebelkorn, 2019), spring rolls with invisible/visible insects or buttermilk soup with invisible/visible insects (Jensen and Lieberoth, 2019), a 'hybrid' insect burger made out of buffalo worms which are stirred into a mass of vegetarian ingredients and unprocessed buffalo worms (Lammers et al, 2019), tacos with unrecognisable/recognisable grasshoppers, transparent lollipops containing a mealworm or a grasshopper (Ruby and Rozin, 2019), or, burger patties made out of ground beef or ground buffalo worms, a mealworm and locust-based shish kebab or skewers with cubes of veal and insect meat (Poortvliet et al, 2019).…”

Consumer perceptions of insect consumption: a review of western research since 2015

“…Additionally, neophobes tend to avoid consumer testing (Meiselman et al, 2010), so finding a significant number of these individuals participating in food evaluation studies is unlikely. The tendency for cultural biases against insects to be mistaken for 'neophobia in itself' was cleverly evidenced by Iannuzzi et al (2019), demonstrating through a conjoint analysis that when the 'innovative ingredient' (cricket flour) was unknown, its corresponding preparation (pizza) was widely chosen among other options. However, when the secret ingredient was revealed, the pizza containing cricket flour became the least chosen option, prompting many participants to change their selection.…”