A dynamic hop to cricket consumption: factors influencing willingness to try insect-based food

As global population continues to increase, identifying and adopting new food sources, that allow sustainable consumption and production approaches, is crucial. Consuming edible insects may be a promising and sustainable strategy. Yet insects are still considered a primitive food source in many Western countries. In this study, our general aim was to investigate consumer characteristics that may increase the willingness to try insect-based products. One-hundred and five participants took part in a two-stage uncontrolled pre-post trial experiment (survey and consumer acceptability), with an initial information session about entomophagy, that is consuming edible insects. We collected data regarding sociodemographic characteristics, disgust, food neophobia, health index and big-five personality traits, and asked participants to try an insect-based product (i.e. energy bar). We examined aspects affecting willingness to try insect-based products and compared disparities in beliefs and attitudes about insects in individuals willing to taste an insect-based product and in those who were not. Finally, we evaluated possible changes in beliefs and attitudes about insects before and after a tasting experience. Our results indicate that the major obstacles to acceptability and consumption of insect-based food seem to be related to anticipated aversion, neophobia and disgust, even after an initial information session about entomophagy, designed to increase the willingness to taste an insect-based product. Also, we found that even a single tasting experience can decrease aversion and consequently diminish disgust and the idea that insects are non-edible in the Italian culture. We found that dynamism (i.e. extraversion) may also be a driver of willingness to try insect-based products. Our results suggest that tasting experiences may be necessary in order to improve consumer acceptance of edible insects and to promote insect marketing. Finally, our findings highlight the usefulness of marketing strategies such as compelling advertisements designed to attract extrovert individuals, a possible target population.