Breaking the Taboo: Understanding the Relationship between Perception, Beliefs, Willingness to Eat Insects, and Food...

Insects are a potential source of protein for direct human consumption or indirectly in processed foods. The research examined consumer perceptions and beliefs regarding the consumption of insects and food products containing insect proteins. The study aimed to identify beliefs about insect consumption, assess the perception of food products containing added insect proteins, and gain a deeper understanding of the role of food neophobia in accepting insects as an alternative source of protein. The data were collected in 2023 through a cross-sectional quantitative online survey of a group that was representative of consumers by age, gender, and region sample (n = 1000) who were responsible for food purchasing decisions in their households. While many respondents viewed foods enriched with insect protein as innovative and environmentally friendly, others found the idea of consuming insects repulsive and expressed concerns about potential allergic reactions. Food neophobia was a determining factor in respondents' beliefs and perceptions regarding the consumption of insects and food products containing insect proteins. Respondents were more inclined to consume products with added insect protein rather than visibly identifiable insects. The results highlight the need for targeted marketing strategies and product development approaches to align with the varied expectations of consumers in the rapidly expanding insect-based food market.