Background: Consumption of foods of insect origin is encouraged, since insect consumption is seen as one of the responses to the environmental impact of meat production. This study examines the attitude (A), subjective norm (SN), perceived behavioral control (PC), and food neophobia (FN) toward the consumption of foods of insect origin, as well as the conditions for eating insect-based foods among vegans, vegetarians, and omnivores. Methods: The data was obtained by using an online survey and convenience sampling (n = 567, of whom omnivores represented 74%, vegans 5%, and non-vegan vegetarians 22%). Results: The three dietary groups exhibited significantly different intention (I) to eat foods of insect origin. Vegans held the most rigid negative attitude (A), and their subjective norm (SN) to eat insects was weaker compared to that of omnivores (p < 0.001) and non-vegan vegetarians (p < 0.001). Vegans’ perceived behavioral control (PC) over their eating of insects was stronger compared to that of omnivores (p < 0.001) and non-vegan vegetarians p < 0.001), and they were more neophobic than omnivores (p < 0.001) and non-vegan vegetarians (p < 0.001). Non-vegan vegetarians held the most positive attitude toward eating insects, and both non-vegan vegetarians and omnivores thought that insect consumption is wise and offers a solution to the world’s nutrition problems. In contrast, vegans regarded insect consumption as immoral and irresponsible. Conclusions: Vegans’ weak intention, negative attitude, and low willingness to eat insects in the future exhibit their different dietarian identity compared to that of omnivores and non-vegan vegetarians.

Introducing and increasing the use of insect-based foods as an alternative source of protein has recently aroused academic and commercial interest in Europe. In this research, we examined Finnish consumers’ intentions to consume insect-based foods in the near future. As a theoretical background we used Ajzen’s theory of planned behaviour (TPB), where individuals’ intentions to change their behaviour are affected by their attitude (A), subjective norm (SN) and perceived behavioural control (PBC). The data was obtained by using an online questionnaire and convenience sampling. For measuring TPB-components a self-administered 58-item Likert-type questionnaire was used. Food neophobia (FN) was measured by using the food neophobia scale. Respondents’ (n=564) intentions to consume insect-based foods were explained significantly (80%) by their A (β=0.749, P<0.001), SN (β=0.133, P<0.001), and PBC (β=-0.070, P<0.001), and gender (β=0.040, P<0.033). Food neophobia was negatively correlated with the intention to consume insect-based foods, ρ=-0.501, P<0.001. We found that women, students, those under 25 years of age, those living in rural areas and those who had no earlier experience of eating insects had less intention to consume insect-based foods. Based on the respondents’ perceptions of conditions for the consumption of insect-based foods, three clusters of consumers were identified; ‘likely consumers’ (44%), ‘potential consumers’ (39%) and ‘unlikely consumers’ (17%). Based on the findings, reasonable price and convenience are most important issues to potential consumers of insect-based foods.