Predicting consumers’ intention towards entomophagy using an extended theory of planned behavior: evidence from Myanmar

Abstract

The concept of entomophagy—consuming insects as food—has become particularly important from the perspective of food security. Myanmar is an entomophagous country, but where chronic malnutrition problems persist. A lack of research into the topic of entomophagy in Myanmar makes it difficult to understand people's behavior regarding edible insects as food, as well as their motives and aversions. As this knowledge gap emphasizes the need for consumer studies of edible insects in Myanmar, this study examines the factors affecting consumers’ intention to eat insects. The model used is based on the theory of planned behavior, extended by the variable environmental concern. Data collection was conducted through telephone interviews, acquiring 872 respondents. Structural equation modelling analysis was performed to predict the influence factors on consumption intention towards edible insects. Results revealed that participants’ consumption intention was low and primarily influenced by attitude, subjective norm, perceived behavioral control, and environmental concern. Only four out of ten factors had moderating effects on consumption intention, mainly the administrative division, urban or rural location, educational level and ethnic groups. These results are useful for further developing the insect sector in Myanmar, and especially for creating more public awareness of the benefits of eating insects as well as promoting a more positive attitude and possibly leading to an increase in consumption intention. A gradual shift from mere collection to insect farming would improve all year availability of edible insects and reduce the difficulties of consumers accessing edible insects. Consequently, edible insects can assist in achieving the nutrition policy's objective of reducing all types of malnutrition by making it easier for all people, at all times of the year, to acquire nutritious food at an affordable price.