Unveiling consumers' awareness, attitudes and motivations behind entomophagy in Greece: A Theory of Planned Behavior approach

Introduction: Entomophagy is a promising solution to global food security challenges, offering a sustainable and nutritious alternative to traditional animal protein sources. We sought to investigate consumer behavior toward entomophagy and define the determinants of insect-based food consumption and purchase intentions. We explored motivational factors focusing on food and socio-cultural environment, past experiences and potential neophobic reactions. Also, we addressed the perceived barriers to insect-based food alternatives’ availability in food markets and restaurants.

Methodology: Qualitative exploratory research was performed employing personal in-depth interviews based on a semi-structured questionnaire with open-ended questions. Data were selected from a non-probabilistic purposive sample of 70 adults and included information on the awareness and acceptability of entomophagy and insect-based food products organized according to the theory of planned behavior.

Results: Consumers were opposed to entomophagy, expressing their disappointment at the prospect of edible insects being sold in supermarkets and restaurants in the future. A strong aversion to insect-based food products was revealed, with individuals expressing feelings of disgust and repulsion. Health concerns about food safety and potential food poisoning were prevalent, leading to a general reluctance to incorporate edible insects into dietary practices. Personal beliefs, lifestyle factors and associated cultural stereotypes seemed to influence edible insects’ acceptability; however, the lack of awareness of entomophagy's benefits, especially in younger consumers, might be attributed to inadequate information.

Conclusions: Dietary preferences in Greece were found to be mostly related to cultural norms, health consequences and perceived food attributes, whereas sustainability considerations in insect-based food choices were prevalent only in a niche segment. This emphasized the necessity for consumers’ education and exposure to novel foods that will curb neophobic reactions, and a carefully designed marketing strategy to alter consumers' well-rooted, negative beliefs; generate the acceptance of insect-based foods; and promote sustainable alternatives of meat products in dietary habits.