From disgust to acceptance: Exploring consumer attitudes and emotional responses to edible insects in Western cultures

Understanding the reluctance towards insects is paramount in furthering comprehension of consumer attitudes, the impact of culture on consumption patterns, and the possibility of changes in dietary preferences. The study aimed at conducting innovative research to determine the type and level of emotions among consumers regarding edible insects using FaceReader software, which allows the measurement of emotional reactions based on the facial expressions of each study participant. The respondents' contact with edible insects was facilitated by presenting them with a 3.12 -minute movie. Surveys were also conducted before and after watching the film. A total of 227 respondents participated in the study. The results indicated that men are more inclined to try edible insects and incorporate them into their diet. On the other hand, women would be more willing to include insects in their diet due to their high nutritional value, the lesser environmental impact of insect farming, and ethical issues related to livestock farming, influenced by the information presented in the film. Women approached the problem of eating insects more emotionally than men. Even before watching the movie, the level of "neutral" expression was lower among women than men, while disgust was significantly higher (as respondents were aware of the film's subject matter). The results indicate that consumer attitudes toward edible insects can be changed. Indeed, greater acceptance of insects as food in Western societies is possible if there are opportunities to participate in events where insects can be tasted.