Investigating Consumers' Perceptions and Motivations Behind Edible Insects in Greece: A Grounded Theory Approach

Area of Science:

• Food Science
• Consumer Behavior
• Sustainability Studies

Background:

• Edible insects offer a sustainable protein source, yet public acceptance, or entomophagy, remains low.
• Understanding consumer perceptions is key to promoting insect consumption as a viable alternative to traditional livestock.

Purpose of the Study:

• To explore Greek consumers' attitudes and perceptions towards edible insects.
• To identify motivational factors influencing awareness and acceptance of entomophagy.
• To define barriers to insect consumption in Greece.

Main Methods:

• Qualitative research design utilizing semi-structured personal in-depth interviews.
• Grounded Theory framework applied to analyze data from 70 Greek consumers.
• Exploration of awareness, perception, and acceptance drivers for entomophagy.

Main Results:

• Consumers possess knowledge about edible insects but exhibit strong disgust and repulsion towards entomophagy.
• Reluctance exists regarding market availability of insect-based foods, coupled with significant food safety concerns.
• Lack of information and cultural factors were identified as major barriers to acceptance.

Conclusions:

• Health and food safety concerns inhibit the incorporation of edible insects into the Greek diet.
• A comprehensive information strategy is essential for food businesses and consumers to understand the role of entomophagy.
• Addressing cultural and informational barriers is vital for promoting edible insects in modern food systems.