Consumer Avoidance of Insect Containing Foods: Primary Emotions, Perceptions and Sensory Characteristics Driving Consumers Considerations

Why do many human beings find bugs repulsive? Disgust, a psychological factor, is believed to be the main reason why consumers would not consider eating foods containing insect ingredients. This study aimed to understand specific consumers' behaviors toward insect based products. A global survey was launched in 13 different countries. The participants (n = 630 from each country) completed the survey that included demographic questions and questions about why they would or would not eat insect-based products. The results show, particularly for some of the Asian countries, that it is necessary to start exposing and familiarizing the populations about insects in order to diminish the disgust factor associated with insects. It is strongly recommended that an insect-based product should not contain visible insect pieces, which trigger negative associations. The exceptions were consumers in countries such as Mexico and Thailand, evaluated in this study, which did not show significant negative beliefs associated with including insects in their diets. Additional research to promote insect-based product consumption with popular product types might be the first strategy to break the disgust barriers and build acquaintance about insect-based products. The need to educate consumers that not all insects are unhygienic is crucial to eliminating the potentially erroneous concepts from consumer mindsets.