Table 4.
Factors influencing consumer willingness to try eating insects.
| Total Sample n = 820 |
Neophobic Consumers n = 208 |
Neophilic Consumers n = 214 |
Insect Eating Consumers 1
n = 169 |
p 2 | |
|---|---|---|---|---|---|
| To what extent would the following factors influence your willingness to try eating insects? | |||||
| price | 3.60 e | 2.86 | 4.26 ef | 4.81 cd | 0.002 |
| quality | 3.98 b | 3.00 | 4.79 abc | 5.23 ab | 0.013 |
| nutritional value | 3.92 bc | 2.97 | 4.62 bcde | 5.08 bc | 0.011 |
| food safety | 4.07 b | 3.11 | 4.75 abcd | 5.22 ab | 0.009 |
| taste/flavor | 4.29 a | 3.30 | 5.06 a | 5.49 a | 0.014 |
| environmental benefits | 3.66 de | 2.90 | 4.21 f | 4.73 d | 0.004 |
| product approval | 3.82 cd | 2.94 | 4.37 ef | 4.99 bcd | <0.001 |
| absence of additives | 3.78 cde | 2.94 | 4.41 def | 4.99 bcd | 0.002 |
| availability | 3.76 cde | 2.89 | 4.45 cdef | 4.98 bcd | 0.003 |
| appearance | 4.09 b | 3.20 | 4.84 ab | 5.27 ab | 0.012 |
Values are means, where 1 = highly unlikely and 7 = highly likely. Different letters within a column indicate a statistically significant difference (p = 0.05, one-way ANOVA). 1 Consumers who indicated they had previously consumed insects. 2 p values shown are for ANOVA for responses from neophilic vs. insect eating consumers; p values for ANOVA for responses from neophobic vs. neophilic consumers were always <0.001.