Encouraging sustainable insect-based diets: The role of disgust,social influence,and moral concern in insect consumption |
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| Affiliation: | 1. School of Psychology, Faculty of Health and Medical Sciences, University of Surrey, United Kingdom;2. Department of Mechanical Engineering, University of Surrey, United Kingdom;3. New Foods Ltd, United Kingdom;1. Department of Marketing and International Business, Turku School of Economics, 20014 University of Turku, Finland;2. Functional Foods Forum, 20014 University of Turku, Finland;3. Pori Unit, Turku School of Economics, 20014 University of Turku, Finland;4. Faculty of International Relations, University of Economics, W. Churchill Sq. 4, 130 67 Prague 3, Czech Republic;5. Department of Management/MAPP, Aarhus University, Bartholins Allé 10, 8000 Aarhus C, Denmark;6. Department of Psychology & CTF, Service Research Center, Karlstad University, Universitetsgatan 2, 651 88 Karlstad, Sweden;1. Department of Political Science, University of Naples Federico II, Via Rodinò 22, 80138 Naples, Italy;2. MAPP Centre, Aarhus University, Bartholins Allé 10, 8000 Aarhus C, Denmark;1. Department of Political Science, University of Naples Federico II, Italy;2. Department of Management and Director of the MAPP Centre, Aarhus University, Denmark |
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| Abstract: | 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. |
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| Keywords: | Disgust Disgust sensitivity Moral concern Social influence Insect consumption |
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