Article ; Online: Is Generation Z Ready to Engage in Entomophagy? A Segmentation Analysis Study.
2023 Volume 15, Issue 3
Abstract: This study examines the behavior and attitudes of adult Generation Z cohort members in relation to entomophagy. Specifically, it explores their familiarity with insect consumption, prior experience, and willingness to consume certain insect-based foods ... ...
Abstract | This study examines the behavior and attitudes of adult Generation Z cohort members in relation to entomophagy. Specifically, it explores their familiarity with insect consumption, prior experience, and willingness to consume certain insect-based foods and drinks. Lastly, the Z cohort is segmented based on their behavior and attitudes. Through online quantitative research, a valid sample of 742 questionnaires was collected. Data analysis included descriptive statistics, reliability analysis, factor, hierarchical cluster, and K-means cluster analysis, as well as chi-square tests. Results revealed that 41.4% are familiar with what insect consumption is, and no one had previously engaged in entomophagy. The insect-based food that the Z cohort is most willing to try is bakery products containing insect flour. The 88.5% of the Z cohort is not willing to replace meat protein with insect protein, and 20.4% are interested in obtaining more information about entomophagy. Moreover, 6.3% of the Z cohort is "willing" to participate in sensory tests, but when contact information was requested, only one factual name with phone number was provided. Segmentation of the Z cohort's behavior was performed based on eight variables and four segments were identified: the "Future potential insect consumers" (29.1%), the "Rejecters" (26.7%), the "Disgusted, prefer to starve" (22.2%), and the "Inconsistent" (22.0%). Overall, the Z cohort is not food neophobic, but is unwilling to engage in entomophagy. Communication strategies are suggested to increase awareness and provide information about entomophagy and its benefits. |
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MeSH term(s) | Humans ; Adult ; Animals ; Reproducibility of Results ; Consumer Behavior ; Food ; Insecta ; Health Knowledge, Attitudes, Practice |
Language | English |
Publishing date | 2023-01-19 |
Publishing country | Switzerland |
Document type | Journal Article |
ZDB-ID | 2518386-2 |
ISSN | 2072-6643 ; 2072-6643 |
ISSN (online) | 2072-6643 |
ISSN | 2072-6643 |
DOI | 10.3390/nu15030525 |
Database | MEDical Literature Analysis and Retrieval System OnLINE |
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