Assessing the Role of Food Related Lifestyle in Predicting Intention towards Edible Insects
Department of Political Sciences, Università degli Studi di Napoli Federico II, 80138 Napoli, Italy
MAPP Centre, Aarhus University, 8000 Aarhus, Denmark
School of Marketing and Communication, University of Vaasa, 65101 Vaasa, Finland
Author to whom correspondence should be addressed.
Received: 21 August 2020 / Revised: 17 September 2020 / Accepted: 23 September 2020 / Published: 25 September 2020
The unsustainability of food production is still a major contributor to climate change, therefore utilising new and sustainable food sources is a priority. Edible insects have been part of the human diet for thousands of years but not yet accepted in Western societies, despite a growing literature around the subject. In this paper, we used a holistic approach to understand and predict consumer behaviour in relation to food choices and to edible insects, in particular. Through a questionnaire we collected 300 answers from Italian and Danish consumers; after that, using a statistical model, we divided bystanders into 5 different groups in order to single out consumers who are willing to adopt insects as food. The outcomes of this study have shown that the novelty and benefits of insect consumption have generated much interest in edible insects amongst consumers belonging to the “rational” group, or people who are showing an interested and critical behaviour while shopping for food, who showed the highest intention to eat insects. Therefore, pointing to a group of early adopters, as could be the Rational consumers (20% of our sample), can lay the foundation for a broader commercial development of edible insects with a higher degree of acceptance among consumers.