Acceptance of insects as food in Germany: Is it about sensation seeking,sustainability consciousness,or food disgust?

This study examines the acceptance of insect-based foods by consumers in Germany. The nationwide online survey (N = 516) focused on which factors have the greatest influence on the willingness to consume an insect burger and buffalo worms. In addition to sociodemographic factors, meat consumption and the “classical” variables in the field of entomophagy (familiarity, previous insect consumption, food technology neophobia and food neophobia), the study focuses in particular on the previously unconsidered variables sensation seeking, sustainability consciousness and food disgust. A total of 41.9% of the participants were willing to consume an insect burger. In contrast, only 15.9% of the participants were willing to consume the buffalo worms – a principal ingredient of the insect burger. Hierarchical multiple regressions showed that food disgust was the most important predictor for the acceptance of edible insects, followed by previous insect consumption, food neophobia, gender, sensation seeking and food technology neophobia. The high influence of food disgust shows that not only the explicit disgust for insects is decisive for the consumer readiness of insect-based products, but also the domain specific disgust for food. Despite the strong sustainability awareness of our participants, and contrary to our expectations, sustainability consciousness did not prove to be a significant predictor for the willingness to consume insects. Implications for marketing strategies and educational interventions will be discussed.     

A multi-national comparison of meat eaters' attitudes and expectations for burgers containing beef,pea or algae protein

Within recent years, demand as well as supply of products to replace meat, so called meat alternatives, have increased. For future products, new plant-based protein sources are of high interest. Protein from pea and especially from algae provide huge potential for human nutrition as well as for the environment. To provide insight on consumers' opinions on the development of new meat alternatives, this study investigated consumers' opinions of pea and algae burgers compared to the traditional beef burger in terms of taste, health, and environmental friendliness. It has also explored the influence of factors such as meat commitment, food neophobia, and the attitude towards vegetarians and vegans; it has then compared the findings between three European countries with different culinary backgrounds. The online survey was conducted with meat-eating participants from Germany (N = 567), France (N = 605), and the United Kingdom (N = 562). Participants in all three countries expected pea and algae burgers to be less tasty, but healthier and more environmentally friendly compared to the beef burger. Expectations of taste, health, and environmental friendliness of pea and algae burgers were negatively influenced by higher levels of meat commitment, more negative attitudes towards vegetarian and vegan lifestyles, and higher food neophobia. Although the attitudes towards vegetarian lifestyles were generally negative, pea and algae emerged as promising protein sources because of their favorable health and environmental friendliness expectations. Nevertheless, negative taste expectations and attitudes towards meat-free diets remain a challenge for the adoption of more plant-based diets.     

Construction and validation of a psychometric scale to measure consumers’ fears of novel food technologies: The food technology neophobia scale

Consumers’ fears of novel food technologies are documented. The ability to identify population segments that have greater or lesser neophobia, thus enabling identification of early adopters of innovative products, would be useful. The Food Neophobia Scale [FNS; Pliner, P., & Hobden, K. (1992). Development of a scale to measure the trait of food neophobia in humans. Appetite, 19, 105–120] is a useful tool for assessing reactions to ethnic foods (and sensation seeking) but less suitable for assessing receptivity to foods produced by novel technologies. Therefore, there is a need to develop a new psychometric tool that identifies food technology neophobia.In a three stage validation exercise, 81 statements (items) were reduced to 31 (n = 193) and subsequently reduced to 13 items (n = 459) by factor analysis. After a face validity check, the new 13 item Food Technology Neophobia Scale was tested (n = 295) and found to have predictive (criterion) validity (willingness to consume foods produced by novel food technologies). Furthermore, convergent validity was found between the FTNS and Trust in Science scale [TISS; Bak, H. (2001). Education and public attitudes toward science: Implications for the ‘deficit model’ of education and support for science and technology. Social Science Quarterly, 82(4), 779–793] and FNS.     

A brief nudge or education intervention delivered online can increase willingness to order a beef-mushroom burger

Increasing the consumption of plant-forward meals, such as beef-mushroom burgers, is a promising avenue for improving environmental sustainability. In the present research, we explored the effectiveness of a brief nudge or education intervention designed to reduce willingness to order an all-beef burger in favor of a beef-mushroom burger. For the nudge intervention the beef-mushroom burger was set as the default menu item, whereas for the education intervention the link between beef consumption and climate change was explained. In the control condition neither were included. Participants (N = 562) completed measures of social dominance orientation (SDO), conservatism, cognitive rationalization of meat-eating, beef consumption, liking beef, and liking mushrooms, in a randomized order. Participants were then randomly assigned to the nudge (n = 189), education (n = 187), or control (n = 186) condition, after which they reported their willingness to order an all-beef (vs. beef-mushroom) burger. Results revealed that, after accounting for liking mushrooms, the nudge (vs. control) condition and the education (vs. control) condition both significantly decreased willingness to order the all-beef (vs. beef-mushroom) burger. SDO, conservatism, cognitive rationalization of meat-eating, beef consumption, or liking beef did not moderate the effectiveness of the interventions. In other words, nudge and education interventions increased willingness to order beef-mushroom burgers regardless of right-wing ideology or meat-eating attitudes or behaviors. Implications and recommendations are discussed.     

Food neophobia and willingness to try non-traditional foods for Koreans

Non-traditional ethnic foods are a new category of foods that have not been experienced by consumers. The objective of this study was to investigate the attitudes of consumers toward the familiarity and willingness to try non-traditional foods by food neophobia level, as well as to determine the relationship between non-traditional ethnic food experiences and food neophobia in Korea. Food neophobia was measured by the Food Neophobia Scale (FNS). The mean FNS score among Koreans was 33.5 (SD = 9.0). The high food neophobia group was less likely to have experiences with non-traditional foods in comparison to the low food neophobia group. Food neophobia significantly predicted the familiarity and willingness to try various non-traditional ethnic foods. Among the 12 non-traditional ethnic foods, the participants had the least familiarity and willingness to try African and Mongolian foods. In terms of the level of willingness, Vietnamese, Indian, Thai, Mexican, Turkish, Greek, Mongolian, African, Japanese and Italian foods showed significant differences among the food neophobia groups but Chinese and American foods did not. This study was a first and meaningful attempt to validate FNS in Asia for the delineation of consumer responses of various non-traditional food products.     

Encouraging sustainable insect-based diets: The role of disgust,social influence,and moral concern in insect consumption

Disgust, social influence, and moral concern seem to play a pivotal role in insect consumption. Research examining these factors, particularly in the UK, is currently lacking. As a result, two studies were conducted to examine the perceived barriers and benefits of insect consumption, and how disgust can be counteracted. First, a cross-sectional study (N = 600) showed that disgust and moral concerns were unique predictors of individual’s willingness to consume insect products. Second, we conducted an experiment (N = 519) to examine whether knowledge that someone else consumes an insect-based product impacts one’s own willingness to consume insects. In this study we replicated Hartmann, Ruby, Schmidt, and Siegrist (2018) methodology of giving information about an insect consumer but added details about the individuals’ occupation and what type of product they consumed, examining how these factors impacted individual’s willingness to consume insect-based products. We found that this information did not impact willingness to consume; however, it did influence feelings of disgust and perceived acceptability. This study also replicated the first study by demonstrating that disgust and moral concern are barriers to insect consumption. We hope the current findings trigger future research to examine how disgust can be counteracted, and to better understand the role of moral concern in insect consumption.     

Profiling consumers who are ready to adopt insects as a meat substitute in a Western society

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.     

Food neophobia levels of Lebanese and American college students

Food neophobia, defined as the reluctance to eat novel foods, is a personality trait that influences everyday human food choices. The objectives of this work were first, to compare food neophobia levels among American and Lebanese college students (n = 1122), second to assess the effect of personal variables such as country of residence, socio-economic status (SES) on food neophobia levels, and third to examine the effect of food neophobia levels on the familiarity and willingness to try ratings of familiar and novel foods. Average food neophobia scale (FNS) score for all respondents was 33.1 ± 11.3. Differences on FNS scores were obtained between American (29.8) and Lebanese (36.4) students (P < 0.05). Number of trips taken outside the country, frequency of eating ethnic foods and history of sickness after eating a new food were significant (P < 0.05). Food neophilic subjects had higher familiarity and willingness to try scores for familiar and novel foods.     

Psychometric evaluation of the German version of the Variety Seeking Tendency Scale (VARSEEK)

As part of a healthy diet, guidelines recommend eating a variety of foods to reduce risks associated with malnutrition. However, whether people follow this recommendation substantially depends on their willingness to try unfamiliar foods, also referred to as food neophilia. This study aimed at comprehensively validating the German version of the Variety Seeking Tendency Scale (VARSEEK), a common instrument to assess food neophilia. Two independent sub-studies were conducted to examine the German VARSEEK’s psychometric properties. Study 1 (N = 532, aged 18–91 years) and Study 2 (N = 468, aged 18–73 years) each comprised a German community sample. Data were collected both online and via a paper–pencil version. Whereas Study 1 included an EFA, Study 2 comprised a CFA, analyses of the VARSEEK’s reliability and construct validity, and different explorative group comparisons. EFA and CFA results supported the original scale’s unidimensionality. Internal consistency (α = .93) and test-retest reliability (r = .87) of the scale were high. VARSEEK scores were positively associated with openness, sensation seeking, and extraversion and negatively associated with food neophobia, general neophobia, and trait anxiety. Construct validity was further established by showing positive associations with ratings of familiarity with and willingness to try familiar and unfamiliar foods. Whereas group comparisons revealed no significant differences for sex, age, and weight status, analyses showed that people who belonged to the upper class were more food neophilic than those assigned to the lower and middle class. Findings further underscore that the German VARSEEK is a reliable and valid instrument for the assessment of food neophilia in the German population.     

Disgusting or delicious? Examining attitudinal ambivalence towards entomophagy among Danish consumers

Current meat consumption habits will need to change, especially those of Western consumers. The level of meat consumption is unsustainable, and a recent study estimates a necessary reduction of 90% of the current intake. Insects are a promising alternative to existing protein sources, but previous literature has emphasised the initial level of disgust displayed towards insects as a food option. The overall aim of this paper is to understand the attitude of consumers towards eating insects, also termed entomophagy, in order to outline the barriers that prevent adoption and provide insights in order to overcome these. Data were collected through an online questionnaire with a representative sample of Danish consumers (n = 975). Several constructs from the literature were measured: food neophobia, disgust, intention to try and intention to eat regularly. In addition, a new attitude scale was used, that specifically measures the attitude towards entomophagy. A discrete choice experiment was a part of the questionnaire. Using LatentGold 5.1 a segmentation analysis based on the choice experiment was conducted. The influences of intention were analysed using hierarchical regression in SPSS 25. Results of the choice experiment indicate that different segments of consumers of entomophagy exist, and that different segments are interested in different types of insects. Younger consumers and males are more positive towards entomophagy in general and the insect options in the choice experiment. Results of the regression analysis indicate that the attitude toward eating insects is multidimensional and that there seem to be indications of attitude ambivalence in all segments. The interest in entomophagy is important, as it will be a key factor in overcoming the barrier of disgust and turning insects into an acceptable food choice in the Western world.     

Yes I can cook a fish; effects of a five week sensory-based experiential theme course with fish on 11- to 13- year old children’s food literacy and fish eating behaviour – A quasi-experimental study

Danish early-phase adolescents only consume one-third of the officially recommended amount of fish. The objective of this study is to investigate the effect of a five week sensory-based experiential theme course with fish on 11- to 13-year old early-phased adolescents’ food literacy and acceptance of fish. Study design was a quasi-experimental intervention. 32 Food Knowledge school classes were recruited from the eastern part of Denmark. Classes were assigned to intervention group (n = 185), control group 1 (n = 123), only baseline and follow-up survey, or control group 2 (n = 75): one oral lecture between baseline and follow-up survey. Mixed methods strategy was applied: baseline and follow-up survey, participant observation, telephone-, and group interviews. Before between study group analysis control groups were pooled. The following key effects of the intervention were observed: knowledge on fish and cooking increased within specific areas, skills related to fish and cooking increased, especially in girls. Furthermore, the social dimension and helping each other were important elements. In the intervention group no positive effects were observed for liking or assessment of fish disgust; however, theme course evaluation showed that 47% had become curious on tasting other kinds of fish and 38% stated a higher liking for fish after participation. Furthermore, teachers reported an increase in acceptance of fish in the children as a result of participating. In conclusion food literacy and fish acceptance were increased through participation in a five week sensory-based experiential theme course with fish.     

The influence of product preparation,familiarity and individual traits on the consumer acceptance of insects as food

Insects are highly valued as food in many cultures but have only recently gained interest in the West as a sustainable alternative to reduce the environmental impact of meat production. Despite the growing consumer interest in insect consumption, there is still a great disparity between curious trying and actual acceptance. The aim of this study was to examine how the product preparation, familiarity and individual traits (e.g. food neophobia) influence the consumer acceptance of insects as food. Dutch consumers (n = 976) evaluated 8 mealworm product images on 4 acceptability measures (product appropriateness, expected sensory-liking, willingness to buy, willingness to try). Product images varied according to mealworm visibility (visible/invisible), carrier flavour (savoury/sweet) and carrier origin (Western/Asian). High product acceptability was not simply achieved by adding mealworms to familiar foods. Acceptability depended very much on the perceived appropriateness of mealworms as food and the perceived appropriateness of the product combination. However, mealworm products were always expected to be inferior to the carrier products, even when visually identical. Familiarity with mealworms and individual traits played a relatively minor role, and influenced the willingness to try more than the other acceptability measures. We conclude that appropriate product design is important but insufficient to achieve consumer acceptance of insects as food in the West. Additional incentives are required to encourage acceptance beyond the mere willingness to try. We discuss the complexities underlying the consumer acceptance of insects as food and reflect on how acceptance might be increased in the future.     

The influence of product- and person-related factors on consumer hedonic responses to soy products

Consumers in Western countries increasingly appreciate health benefits of soy products. However, several barriers prevent full acceptance of these products. This study investigates the effects of product-related factors (perceived familiarity and expected healthiness) and person-related factors (food neophobia and health interest) on consumer hedonic responses to various soy products. In the pre-study, 48 German-speaking participants assessed the perceived familiarity, healthiness and tastiness for 21 soy products. In the main study, four soy products that differed in familiarity and healthiness were presented to German consumers (n = 327) as images supplemented by product names and slogans stressing either health or taste benefits. Participants rated their attitudes towards the product, product liking, taste expectations and willingness to try the products in a 2 (familiar or unfamiliar products) × 2 (healthy or tasty products) × 2 (low or high food neophobia) between-subject design. As hypothesized, neophilic consumers showed more positive responses to soy products compared to neophobic consumers. Neophobics showed more positive responses to familiar soy products, whereas the responses of neophilics were not influenced by product familiarity. Health interest positively influenced the willingness to try soy products. However, the effect of healthiness manipulation on hedonic responses to experimental products was not significant. The results of the study suggest that perceived familiarity might be more important for acceptance of soy products than expected healthiness. Successful marketing strategies for soy products should target neophobic consumers by increasing the level of familiarity of soy foods.     

Consumer acceptance of insect-based alternative meat products in Western countries

During the past few years, entomophagy has been increasing in significance. As insects are generally high in protein, they are principally considered as meat substitutes. Nevertheless, in Western countries, meat substitute consumption is actually very low, principally due to food neophobia and poor sensory qualities in comparison with meat. In insect particular case, food neophobia is clearly high. To reduce insect food neophobia, previous studies suggest to insert invisible insect in food preparation and/or to associate them with known flavors. In this study, a survey on entomophagy perception and hedonic tests were realized to assess the level of sensory-liking of hybrid insect-based burgers (beef, lentils, mealworms and beef, mealworms and lentils). Participants’ overall liking of the four burgers differed between genders and was influenced by burger appearance and taste. Women clearly preferred beef burger appearance, whereas men preferred the appearance of beef and insect-based burgers. Concerning insect-based burger taste, participants (men and women) rated it intermediately, between that of the beef and lentil burger, with a preference for the mealworm and beef burger. Results also showed that people with previous entomophagy experience was limited but that they gave globally higher ratings to all preparations. In conclusion, insect tasting sessions are important to decrease food neophobia, as they encourage people to “take the first step” and become acquainted with entomophagy. Nevertheless, insect integration into Western food culture will involve a transitional phase with minced or powdered insects incorporated into ready-to-eat preparations, as people are not ready to add insects to their diets in “whole form.”     

Willingness to adopt a more plant-based diet in China and New Zealand: Applying the theories of planned behaviour,meat attachment and food choice motives

The purpose of this study is to explore the significant factors that drive consumers’ willingness to adopt a more plant-based diet, in both an Asian developing country (China) and a Western developed country (New Zealand), on the basis of three theories: meat attachment factors, the theory of planned behaviour and food choice motives. The data were collected through online surveys in China (n = 604) and New Zealand (n = 581). Confirmatory factor analysis and structural equation modelling were used for the data analysis. Consumers’ willingness to adopt a more plant-based diet was significantly linked to all the four meat attachment factors (Hedonism, Affinity, Entitlement and Dependence), four factors based on the Theory of Planned Behaviour (Subjective norms, Personal norms, Perceived behavioural control and Attitudes), and one food choice motive (Environmental concern). There were differences between China and New Zealand in the impact of the meat attachment factors and the theory of planned behaviour factors on the willingness to adopt a more plant-based diet.     

Flavor principle as an implicit frame: Its effect on the acceptance of instant noodles in a cross-cultural context

This study investigated how the stability of liking ratings for instant noodles can be affected by implicit frames of reference constructed by flavor principles, unique combinations of flavor ingredients that can be identified as characterizing a particular ethnic/cultural cuisine, in a cross-cultural context. The influence of consumers’ food neophobia on the liking of noodles was studied as well. Koreans (n = 263) and Chinese (n = 258) residing in South Korea participated. Products with the highest market share in China (T_CHN) and Korea (T_KOR) were chosen as the targets. The implicit frame of reference applied during the sample evaluation was manipulated by exposing consumers to instant noodles composed of a particular “ethnic flavor principle” before tasting the two target samples. Consumers were split into five groups and were allocated to one of the three flavor principle frame conditions or one of the two controlled conditions. Consumers in the Asian frame were exposed to three noodles popular in Indonesia, Thailand, and Japan. Three Chinese and three Korean noodles were served in the Chinese and Korean frames, respectively. Two groups of consumers within each country served as controls and tasted a single sample of either T_CHN or T_KOR. Consumers rated how much they liked the samples. Consumer’s food neophobia was measured. Consumers searched for a contextual flavor consistent with the conditioned frame of reference when they were evaluating the target samples under their own country's flavor principle and tended to give lower liking scores for foreign target samples than for other samples. However, when the frame of reference was constructed with a foreign flavor principle, the degree of familiarity with the target sample positively influenced its liking score. Food neophobic attitudes influenced the liking of unfamiliar samples. Moreover, consumers’ food neophobia scores were affected by type of implicit flavor principle frame.     

Rapid categorization of food and nonfood items by 3- to 4-year-old children

We assessed young children’s ability to discriminate visually between food and nonfood items, and the possible relationship between this ability and their level of food neophobia. A sample of 42 children, aged 36–53 months, performed a rapid categorization task in which they were shown a series of color photographs of food and nonfood items, each displayed for 80 ms. Their task was to say as quickly as possible whether or not each item was edible. We measured both accuracy (hits, false alarms, discriminability) and response times. The children’s food neophobia score was assessed on a standardized scale. Results indicated that children had a high rate of hits (81%), but also a high rate of false alarms (50%). Discriminability and neophobia both increased with chronological age, and response times decreased. There were no significant correlations between categorization performances and food neophobia scores after controlling for age effects. We conclude that children aged 3–4 years have a liberal food categorization system, accepting large numbers of nonfood items as edible.     

Consumers’ acceptance of recycled water in meat products: The influence of tasting,attitudes and values on hedonic and emotional reactions

Community opposition to potable recycled water may extend to recycled water in food production. Past research on recycled potable water indicates that the closer the risk of personal contact or ingestion, the less acceptable it is. Despite purification and expert assurances, emotional responses, including disgust, may present as major psychological barriers to the environmental and commercial benefit of recycled water use in food production. Consumers (n = 101) were presented with meat products purported to be processed or containing recycled water (3 levels of proximity to ingestion) along with a control product (containing tap water). Hedonic and 18 emotional responses were elicited. Validated survey instruments were used to measure world views (values), beliefs supportive of environmental actions and food technology neophobia seeking to explain variation in hedonic and emotional responses. Surprisingly, consumers were found to be generally accepting and willing to try foods containing or in close proximity to recycled water when that water was collected, treated and returned to drinking water standards within the factory. All hypotheses pertaining to associated values, beliefs and neophobia were rejected. The study suggests that recycling water within a food factory, when supported by a credible and trustworthy source of information, is likely to be met with positive emotional and affective responses. Using a broad range of affective and emotional responses was useful in understanding acceptance of foods that may be associated with perceived risk.