Abstract
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.
Highlights
Why do consumers find insects disgusting? By research and definition, disgust is an emotional response of rejection or revulsion to something potentially contagious or something considered offensive, distasteful, or unpleasant [1,2]
“It’s disgusting” was the main reason, other than not knowing what it is, that consumers said that insect powder was not
The consumers in all thirteen countries agreed that the most important reason is related to appearance, consumers do not want to see insect pieces in their food, followed by the “Idea is disgusting” or “The thought makes me sick”
Summary
Why do consumers find insects disgusting? By research and definition, disgust is an emotional response of rejection or revulsion to something potentially contagious or something considered offensive, distasteful, or unpleasant [1,2]. Different negative perceptions toward insects, such as being disease transmitters, filthy, unhealthy and unhygienic [4] and the lack of accurate consumer information about insects have built a foundation of disgust. Despite the many excellent reasons to introduce insects to our diets, the current social paradigm is likely to undergo rather drastic alterations before consumers decide to get a side of crickets with their meal or eat other foods containing insect powders as an ingredient [5]. “It’s disgusting” was the main reason, other than not knowing what it is, that consumers said that insect powder was not “natural” [6]. Especially if nutritional factors are involved, as reported by
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