Consumer acceptance of edible insect foods: an application of the extended theory of planned behavior

Abstract

BACKGROUND/OBJECTIVES The purpose of this study was to measure consumer acceptance of edible insect foods (EIFs) while applying the extended theory of planned behavior (ETPB). Insects as food have attracted interest as potential possible sources of nutrition for the future. This study investigated consumers' perception toward insect food and future purchase behaviors. SUBJECTS/METHODS A survey was conducted among citizens of Korea. About two thirds of respondents had tried an EIF previously, and the mean value for food neophobia was 3.1 on a 5-point Likert scale. Respondents were divided into 2 groups of those experienced with EIFs and those not and by level of food neophobia. An independent t-test, multiple regression and descriptive analyses were conducted on the data. RESULTS The primary reason for not eating EIFs was that their insect form induced disgust. Comparisons of ETPB attributes by experience with EIFs showed significant differences between groups for food neophobia, subjective norm, attitude, and behavioral intention. In addition, significant differences were found for subjective norm, perceived behavioral control, attitude, and behavioral intention between 2 neophobia groups. Finally, the results of measuring the relationships between ETPB attributes and behavioral intention showed only subjective norm and attitude affected behavioral intention. CONCLUSIONS These results suggest that enhanced subjective norms producing a publicly accepted EIFs environment would help encourage the purchase of EIFs. The results of this study can help the development of EIF products for future food markets.

Edible Insects: How to Increase the Sustainable Consumption Behavior among Restaurant Consumers

“…Of various theories in the consumer behavior, the superior prediction power of the TPB in explaining individuals’ behavior is properly documented in various settings [ 14 , 28 , 53 ]. The current research adopted the TPB and it successfully validated the applicability of the TPB in comprehending individuals’ intention formation to visit edible insect restaurants.…”

“…For example, Wang et al [ 27 ] conducted a case study in examining driving forces of travelers’ pro-environmental behavior and their results showed that subjective norm increased behavioral intentions. Bae and Choi [ 14 ] built their research framework on a basis of the TPB and their analysis using 392 Korean citizens’ responses and discovered the significant impact of subjective norm on individuals’ behavioral intentions toward edible insects. More specifically, they asserted that if a person’s significant others intake edible insects as regular food ingredients, then the individual will follow such behaviors.…”

“…Even though eating insects is not welcomed in several parts of the world, approximately 2000 kinds of insects are edible and they have been consumed by various ethnic groups [ 12 , 13 ]. Edible insects have been recognized to have a superior nutritional value [ 7 , 14 ] and offer more cost effective opportunities [ 9 ]. However, most of all, a green element is the overriding consideration of edible insects in our daily diet.…”

“…In addition, numerous scholars endeavored to deepen the TPB to better predict consumer behavior and thereby various moderating variables were incorporated into the theory [ 25 , 26 , 27 ]. Similarly, attempts to adopt the TPB have recently begun in the context of edible insect foods and/or restaurants [ 14 , 28 ]. Nevertheless, these studies are mainly subject to the consumption of insect-based food products and the efforts to comprehend the formation of individuals’ intentions towards the restaurant are rather rare.…”

Consumers Perceptions and Motivations in the Choice of Kiwifruits: A Study-Case in Italy, North-East

“…Indeed, it is important to point out that generally, in the Theory of Planned Behaviour (TPB), is explained how, positively or negatively, the personal feeling towards the subject (e.g., Neophobia) influence the purchase intention as well as influence the Intrinsic perceived Quality of fruits and food products (Kim et al, 2014;Ting et al, 2016). Hence, TPB is an extended theory of TRA in which was added the element of perceived Intrinsic Quality by personal human feelings (Bae et al, 2021) Thus, on the basis of these two theories, the food Neophobia along with the Country Of Imagine and perceived Quality might strongly influence the Behavioural Intention (Garrido et al, 2021;Espejel and Fandos, 2009b), as we hypnotize in this study putting together the two theories.…”