Exploring consumer perception of entomophagy by applying the Rasch model: data from an online survey

Abstract

An online consumer survey, consisting of 23 closed questions divided into 9 sections, was conducted to investigate consumer perception of including edible insects in their diet. The data analysis was carried out using a variation of the classic Rasch-Andrich model for multiple choice questions. The online survey involved individuals (n = 327) from Italy and other 29 different European and non-European countries, with different ages, educational background and eating habits, selected from among people attending the University of Perugia. The analysis showed that the majority of participants (90%) were already aware of the term entomophagy, although only 19% of the participants had already eaten insects. Moreover, 42% of the participants would be willing to pay less than the equivalent of a hamburger to buy 10 g of insects and 93% would consider eating insects if necessary. The factors limiting entomophagy are mainly represented by neophobia, disgust, fear of allergic reactions and microbiological hazards. Furthermore, the majority would expect to find specific shelves in stores for insect-based products. Moreover, the majority of the participants accepted that pet or farm animals could be fed with insect-based products. Lastly, almost all the participants considered food safety of edible insects to be the responsibility of the national competent authorities, as required for other foods. The aim of this study was to address the current perceptions of modern consumers to entomophagy and discover the perceived advantages and disadvantages associated with the consumption of insects. Although it is difficult to predict whether edible insects can effectively represent the “food of the future” and whether they can really become part of western consumers’ diet, the results obtained in this study demonstrated that providing consumers with information not only on insects and the production methods used, but also on food safety measures can improve the consumer’s attitude towards entomophagy.