Consumer acceptance of insects and ideal product attributes
Clarkson, Claudia; Mirosa, Miranda; Birch, John
Insects can be sustainably produced and are nutrient rich. However, adoption of insects in western culture, including New Zealand (NZ) is slow. The purpose of this paper is to explore consumer attitudes, drivers and barriers towards entomophagy and uncover consumer expectations surrounding what their ideal insect product attributes are. In total, 32 participants took part in three product design workshops. This involved two sections. First, focus groups discussion took place surrounding consumer acceptance. Second, following adapted consumer idealised design, groups of three or four designed their ideal liquid and solid product incorporating extracted insect protein. Designs included the ideal product, place, price and promotional attributes. Participants were both disgusted and intrigued about entomophagy, with common barriers including; culture, food neophobia, disgust sensitivity, lack of necessity and knowledge. Motivational drivers were novelty, health, sustainability and/or nutrition. Most of the liquid and solid food products were designed as a premium priced sweet snack, drink or breakfast option, as opposed to a meat substitute. The convenience, health and sustainability benefits of certain products were promoted towards health and fitness oriented consumers. Whereas, other designs promoted the novelty of insects to kids or the general population, in order to introduce the idea of entomophagy to consumers. The study is the first attempt at uncovering what insect products NZ consumers are accepting of; therefore, contributing to both limited research and product development opportunities for industry.
Publisher: Emerald Insight
Rights Statement: https://doi.org/10.1108/BFJ-11-2017-0645
Keywords: Product attributes; Marketing mix; Consumer acceptance; Entomophagy; Consumer idealised design; Insect protein
Research Type: Journal Article