Consumer value‐based edible insect market segmentation [edible insect market segmentation]

Legendre, Tiffany S.

doi:10.1111/1748-5967.12490

Cited by 3 publications

(2 citation statements)

References 18 publications

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“…The selection of variables on which to segment consumers is essential for defining the groups. Previous studies have used various segmentation bases; for example, Legendre (2021) used consumer value as a segmenting axis regarding insect consumption in the USA. Different lifestyles associated with food, health, and ways of shopping are frequently used in food science literature ( e.g., Nie & Zepeda, 2011;Witzling & Shaw, 2019).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK

Govaerts,

Olsen

2023

BFJ

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PurposeThis study aimed to identify and profile segments of seaweed consumers in the United Kingdom.Design/methodology/approachHierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).FindingsCluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.Practical implicationsThe results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.Originality/valueThis study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK

Govaerts,

Olsen

2023

BFJ

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“…Food products involve both hedonic and utilitarian attributes (Maehle et al, 2015). Edible insect foods have many attributes that could be appealing to consumers such as environmental and nutritional benefits, authenticity and taste, inducing hedonic and utilitarian values among diverse consumers (Legendre, 2021). Thus, when messages are processed with elevated attention, using both messages will deliver its focal messages to potential consumers, weakening message framing effects on the dependent variables.…”

Section: Dependent Variables: Restaurant Advocacy and Experience Satisfactionmentioning

confidence: 99%

The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support

Legendre

Baker

2021

IJCHM

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Purpose Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this problem. The United Nations Food and Agriculture Organization proposed edible insects as a solution, yet the “yuck” factor discourages consumers from actively endorsing this option. Thus, this study aims to find ways to increase consumer acceptance of edible insects. Design/methodology/approach A 2 (message framing: hedonic vs utilitarian) × 2 (celebrity endorsement: absence vs presence) × 2 (social support: low vs high) between-subjects factorial design experiment was conducted. Findings The significant three-way interaction effects show that when celebrity endorsement is absent, there is no difference in restaurant advocacy (RA) and experience satisfaction between utilitarian and hedonic message framing, regardless of low (vs high) social support. However, when celebrity endorsement is present and social support is not lacking, a hedonic (vs a utilitarian) message had more significant effects on dependent variables. Conversely, when celebrity-endorsed messages receive high social support, utilitarian (vs hedonic) messages had a more substantial effect on the outcome variables. Originality/value This study contributes to alternative protein and associated consumer psychology and hospitality marketing literature by introducing marketing strategies for edible insects. By demonstrating the three-way interaction effects of message framing, celebrity, endorsement and social support on RA and experience satisfaction, this study could demonstrate some boundary conditions to consider when applying celebrity endorsement strategies (e.g. message framing and social support). Also, by addressing the effects of social support, this study builds upon the lack of hospitality literature on online social support.

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Food Proteins: Potential Resources

et al. 2023

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According to the FAO and WHO, half of the world’s population (nearly eight billion people) is protein deficient. Protein deficiency is the most important nutritional problem in the world. Proteins can be animal- (meat and offal, fish, milk, eggs) or plant- (cereals, legumes, oilseeds) based, microbiologically synthesized (from yeast and a variety of bacteria), and synthetic or artificial (produced after amino acid synthesis). Animal proteins are the most expensive. The systematic incorporation of alternative proteins in the human diet is becoming increasingly urgent as global meat costs rise. Legumes, cereals, seeds, and nuts can all provide protein to the human body. Microalgae are considered to be an excellent source of functional and biologically active nutrients for human nutritional needs. Arthrospira platensis and Chlorella vulgaris are the most popular microalgae on the global market today, both of which are marketed as standalone functional foods containing proteins, vitamins, and minerals. Insects, as a source of dietary protein, differ in protein content from 20 to 75%. Investments in plant-based meat companies exceeded $350 million in 2020. The FAO predicts that the market for edible insects will reach $1.2 billion by 2023. All of these alternative protein sources are becoming more popular in the modern food industry for the production of high-protein foods and dietary supplements. This review aims to be a state-of-the-art study of new and potential sources of dietary proteins.

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Consumer value‐based edible insect market segmentation [edible insect market segmentation]

Cited by 3 publications

References 18 publications

Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK

Environmental values and self-identity as a basis for identifying seaweed consumer segments in the UK

The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support

Food Proteins: Potential Resources

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