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Consumer acceptance of edible insect foods: an application of the extended theory of planned behavior

Bae Yunjeong|Choi Jinkyung
한국영양학회 (The Korean Nutrition Society)|2021.02|Nutrition Research and Practice|제15권 제1호|pp. 122-135|DOI 10.4162/nrp.2021.15.1.122

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foodconsumer behaviorInsect

초록

BACKGROUND/OBJECTIVES: The purpose of this study was to measure consumer acceptance of edible insect foods (EIFs) while applying the extended theory of planned behavior (ETPB). Insects as food have attracted interest as potential possible sources of nutrition for the future. This study investigated consumers' perception toward insect food and future purchase behaviors. SUBJECTS/METHODS: A survey was conducted among citizens of Korea. About two thirds of respondents had tried an EIF previously, and the mean value for food neophobia was 3.1 on a 5-point Likert scale. Respondents were divided into 2 groups of those experienced with EIFs and those not and by level of food neophobia. An independent t-test, multiple regression and descriptive analyses were conducted on the data. RESULTS: The primary reason for not eating EIFs was that their insect form induced disgust. Comparisons of ETPB attributes by experience with EIFs showed significant differences between groups for food neophobia, subjective norm, attitude, and behavioral intention. In addition, significant differences were found for subjective norm, perceived behavioral control, attitude, and behavioral intention between 2 neophobia groups. Finally, the results of measuring the relationships between ETPB attributes and behavioral intention showed only subjective norm and attitude affected behavioral intention. CONCLUSIONS: These results suggest that enhanced subjective norms producing a publicly accepted EIFs environment would help encourage the purchase of EIFs. The results of this study can help the development of EIF products for future food markets.

Abstract

BACKGROUND/OBJECTIVES: The purpose of this study was to measure consumer acceptance of edible insect foods (EIFs) while applying the extended theory of planned behavior (ETPB). Insects as food have attracted interest as potential possible sources of nutrition for the future. This study investigated consumers' perception toward insect food and future purchase behaviors. SUBJECTS/METHODS: A survey was conducted among citizens of Korea. About two thirds of respondents had tried an EIF previously, and the mean value for food neophobia was 3.1 on a 5-point Likert scale. Respondents were divided into 2 groups of those experienced with EIFs and those not and by level of food neophobia. An independent t-test, multiple regression and descriptive analyses were conducted on the data. RESULTS: The primary reason for not eating EIFs was that their insect form induced disgust. Comparisons of ETPB attributes by experience with EIFs showed significant differences between groups for food neophobia, subjective norm, attitude, and behavioral intention. In addition, significant differences were found for subjective norm, perceived behavioral control, attitude, and behavioral intention between 2 neophobia groups. Finally, the results of measuring the relationships between ETPB attributes and behavioral intention showed only subjective norm and attitude affected behavioral intention. CONCLUSIONS: These results suggest that enhanced subjective norms producing a publicly accepted EIFs environment would help encourage the purchase of EIFs. The results of this study can help the development of EIF products for future food markets.

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