Profiling consumers who are ready to adopt insects as a meat substitute in a Western society
Abstract
This study investigates the readiness of consumers in a Western society, where traditional meat consumption prevails, to adopt insects as a substitute for meat. Using cross-sectional data (n=368) and binary logistic regression modeling, the study identifies gender, age, familiarity, food neophobia, convenience and environmental food choice motives, as well as meat-related attitudes and future meat consumption intentions as significant predictors. The predicted likelihood of adopting insects as a substitute for meat is 12.8% [95% CI: 6.1–19.4%] for males and 6.3% [95% CI: 2.8–9.9%] for females, other predictor variables held constant at their mean value. People who claim to be familiar with the idea of eating insects have a 2.6 times higher likelihood, and consumers who intend to reduce fresh meat intake are up to 4.5 times more likely to adopt insects. Food neophobia makes the largest contribution to consumers’ readiness to adopt insects: a one-unit increase in the food neophobia score is associated with a 84% decrease in the predicted odds of being ready to adopt insects. A stronger convenience orientation in food choice and a higher interest in the environmental impact of food choice increase the likelihood of adopting insects by 75% and 71% per unit increase in these predictors’ scores, respectively. By contrast, a one-unit stronger belief that meat is nutritious and healthy, and a one-unit higher importance attached to taste for meat lower the predicted odds by 64% and 61%, respectively. This study reveals that the most likely early adopters of insects as a novel and more sustainable protein source in Western societies are younger males with a weak attachment to meat, who are more open to trying novel foods and interested in the environmental impact of their food choice.
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Many studies showed strong scepticism of western consumers towards introduction of food with insect-based ingredients, especially in countries where insects are not traditionally considered food.
“Despite the benefits, many studies showed a strong scepticism of western consumers towards the introduction of food with insect-based ingredients, especially in that countries where insects are not traditionally considered to be food (Vanhonacker et al., 2013;Verbeke, 2015).”
From Emerging trends in European food, diets and food industry (2018) · cites this paper as Verbeke, 2015
Cultural background and individual experiences play an important role on consumers' acceptance of insect-based food.
“The main findings reveal that cultural background and individual experiences play an important role on consumers acceptance”
From Emerging trends in European food, diets and food industry (2018) · cites this paper as Verbeke, 2015
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Self-citation
- Authors
- Verbeke, W.
- Affiliations
- Ghent University (BE)
- Corresponding author
- Verbeke, Wim
- ORCID
- Verbeke, Wim
- Venue
- Food Quality and Preference
- Publisher
- Elsevier BV
- Published
- 2015-01
- Volume
- 39
- Pages
- 147-155
- ISSN
- 0950-3293 (ISSN-L)
- OpenAlex
- W2123069432
- Cited by
- 849
- References
- 44
- Citations by year
- 2026: 69 · 2025: 100 · 2024: 93 · 2023: 111 · 2022: 90 · 2021: 84 · 2020: 90 · 2019: 77 · 2018: 54 · 2017: 32 · 2016: 35 · 2015: 12 · 2014: 1
- FWCI
- 28.71
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Food Quality and Preference (publishedVersion)
- Ghent University Academic Bibliography (Ghent University) (submittedVersion)
- Topics
- Life Sciences › Agricultural and Biological Sciences › Insect Science › Insect Utilization and Effects
- Physical Sciences › Environmental Science › Ecology › Agriculture Sustainability and Environmental Impact
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Keywords
- meat substitutes, food neophobia, food familiarity, gender differences, age differences, novel foods, sustainable protein, Western consumers
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