Generation Z Gender Differences in Barriers to Engage in Entomophagy: Implications for the Tourism Industry

Abstract

This study presents the results of a research addressing generation Z cohort’s barriers to practice entomophagy and also examines existing gender differences based on barriers to engage in entomophagy. The study used an online questionnaire that included 15 barriers adopted from literature. In a timeframe of approximately one month, 742 usable questionnaires were collected using a convenient and snowball sampling procedure. Analysis revealed that the three main barriers of entomophagy from this cohort are disgust, texture, and food safety concerns. The t-tests revealed that male and female subjects differ in what they consider as a barrier to entomophagy for six of the 15 barrier statements offered. Specifically, statistical differences were found between males and females of the generation Z cohort on the following barriers: disgust, unfamiliarity, food safety concerns, religion, high price, and “nothing prevents me”. Based on these outcomes, generation Z education and marketing communication strategies to increase consumer awareness of the benefits of entomophagy are discussed.