Valesi, R., Andreini, D., & Pedeliento, G. (2024). Insect-based food consumption: Hedonic or utilitarian motives? Moderation and segmentation analyses. Food Quality and Preference, 118, 105193
Important: While based on the work performed by the above researchers, this article is a unique piece of content created by Intersect, designed to offer a summary of important takeaways for busy readers.
Table of contents
1. Introduction
2. Conceptual framework
3. Materials and methods
4. Discussions
5. Conclusion
Introduction
The relationship between food consumption and environmental sustainability has become increasingly ethically charged in the last 20 years.
Embracing environmentally friendly food options could empower consumers to actively reduce the environmental impact of their diets and contribute to a more sustainable food system for future generations.
Amid the search for sustainable food solutions, edible insects and entomophagy have emerged as practical options to address the environmental challenges associated with food production.
Companies pioneering insect-based food products strategically leverage narratives of ethicality, sustainability, and healthfulness to establish legitimacy and promote a positive image of this novel food. By aligning with these familiar narratives, companies can appeal to existing consumer values and beliefs, thereby enhancing the attractiveness of their products.
This research paper focuses on the factors influencing consumers' acceptance of insect-based foods in different countries, such as Italy, Denmark, Switzerland, Canada, the Netherlands, the UK, Poland, Spain, and Finland.
It investigates the role of sociodemographic, psychological, and social factors in influencing consumers' acceptance of edible insects.
Specifically, it explores the hedonic versus utilitarian motives of insect consumption. This analysis aims to help identify the characteristics of the group of consumers most receptive to the possibility of tasting insect-based foods.
| Definitions |
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Hedonic motives Hedonic motives for consuming insects refer to the sensory and experiential pleasures that drive people to eat insects. These motives are primarily centered around the enjoyment derived from taste, texture, novelty, and the overall eating experience |
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Utilitarian motives Utilitarian motives for consuming insects refer to the practical and functional benefits that drive people to eat insects. These motives are centered around the tangible advantages of insect consumption, such as nutritional value, environmental sustainability, economic benefits, and food security. |
Conceptual framework
The research paper is based on the Theory of Planned Behavior (TPB), which suggests that behavior, including food consumption, is driven by intention, which in turn is determined by attitude, subjective norm, and perceived behavioral control.
Several studies confirm that attitude, subjective norm, and perceived behavioral control positively predict the intention to consume insects.
Variety-seeking has been shown to moderate the relationship among:
- Attitude
- Subjective norm
- Perceived behavioral control
- Intention to consume insect-based foods
Ethical motives have also been found to moderate these relationships.
Furthermore, the health motive and health ability have been identified as predictors of food consumption, and studies have confirmed that health motives positively influence the willingness to consume insects.
Overall, the TPB provides a strong theoretical background for understanding and predicting consumer behavior towards insect-based foods.
Studies have shown the importance of attitudes, subjective norms, perceived behavioral control, variety-seeking, ethical motives, and health motives in shaping consumer intention to consume insect-based foods.
The paper offers a comprehensive framework that integrates these factors to explain consumer behavior in the context of insect-based food consumption.
Materials and methods
The research paper explored the hedonic, ethical, and health motives behind the consumption of insect-based foods, and how variety-seeking and ethical food choice motives influence the intention to consume such foods.
The study was conducted in Italy, where insect-based food was not yet available, to assess consumer perceptions and intentions in a more conservative food culture.
It consisted of a two-part questionnaire to gather data on demographic profiles, previous insect consumption experience, and constructs related to the Theory of Planned Behavior (TPB) and motivational factors.
| Definitions |
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Theory of Planned Behavior (TPB) Hedonic motives for consuming insects refer to the sensory and experiential pleasures that drive people to eat insects. These motives are primarily centered around the enjoyment derived from taste, texture, novelty, and the overall eating experience |
Discussion
This study aimed to compare utilitarian with hedonic drivers in order to identify the consumer segment most likely to accept insect-based foods.
The results confirmed the effectiveness of the TPB model in predicting the intention to consume insect food, with "perceived behavioral control" (PBC) being the predictor with the strongest impact.
PBC was found to weaken the impact of main barriers to insect acceptance, such as disgust and food neophobia.
The study revealed that familiarity with edible insects increases PBC, and variety-seeking positively moderates the relationship between PBC and intention to consume.
| Definitions |
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Theory of Planned Behavior (TPB) Perceived behavioral control (PBC) in the context of insect consumption refers to an individual's perception of their ability to perform the behavior of eating insects. It encompasses the ease or difficulty they believe they would face in incorporating insects into their diet. |
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Hedonic motives Hedonic motives for consuming insects refer to the sensory and experiential pleasures that drive people to eat insects. These motives are primarily centered around the enjoyment derived from taste, texture, novelty, and the overall eating experience |
Key findings
The study:
- Suggests that emotional (hedonic) tendencies were more effective in increasing the intention to try insect foods compared to rational arguments such as environmental and nutritional benefits.
- Indicates that individuals with previous experience with insects and a higher level of variety-seeking were more likely to accept insect-based foods.
- Identified a group of 'insect-progressives' as a primary target, which included males, educated individuals, and those with previous taste experiences with insect-based food.
- Found that employed individuals with higher levels of variety-seeking were potential targets for marketing campaigns.
Conclusion
The research paper extends the current understanding of the motivational drivers that prompt consumers to try or buy insect-based food.
The results show that the acceptance of this novel food category is driven more by hedonic (emotions) than by utilitarian motives
Future research is suggested to gain deeper understanding of the specific hedonic factors, such as self-congruence, enhancement, and communication of social status and self-esteem, that impact insect-based food acceptance.
For marketing implications, the study suggests shifting the focus of communication campaigns from environmental and health concerns to hedonic aspects.
The cluster analysis provides insights into the characteristics of people more willing to try edible insects, partially confirming previous observations.
However, the study has limitations, including the use of intention as a dependent variable instead of actual purchasing behavior, and the lack of physical and visual stimuli that can influence the complex cognitive and emotional process of consuming insect-based food.
The authors conclude that there are many research avenues to further understand the aspects that prompt intention and actual buying of insect-based food.
