The healthy and sustainable bugs appetite: factors affecting entomophagy acceptance and adoption in Western food cultures
Authors: Batat Wided , Peter Paula 
Published: January 2020

PurposeThe purpose of this paper introduces entomophagy as an alternative food consumption (AFC) capable of contributing to food well-being (FWB) among Western consumers. Specifically, it provides a conceptual framework where key factors related to the acceptance and adoption of insects and insects based foods are identified. This paper takes a sociocultural, symbolic and contextual perspective to offer marketers and public policymakers a set of recommendations to promote entomophagy as a sustainable and healthy food practice to help consumers achieve their FWB.Design/methodology/approachIn this paper, first, the authors review the literature on entomophagy from its rise to establishment in different food cultures by considering two main perspectives as follows: historical and sociocultural. Second, the authors review the salience of entomophagy as an important AFC capable of addressing sustainability and food health issues. Finally, the authors propose a framework in which the authors define key factors related to the acceptance and adoption of an insects-based diet in Western food cultures. The identification of these factors will help marketing and public policymakers to set up educational programs and strategies to promote entomophagy as a sustainable and healthy food practice within different Western food cultures, and thus, help consumers to achieve their FWB.FindingsTo identify the key factors influencing the acceptance of entomophagy as AFC, this paper provides a summary of the core motivators characterizing the acceptance and adoption of insects and insect-based foods in Western food cultures. Specifically, the authors identify the key factors influencing the acceptance of entomophagy as food consumption in Western food cultures and based on the extant literature by Batatet al.(2017) the authors provide an entomophagy framework that includes both idiocentric and allocentric factors considering the adoption of insects and insect-based foods in Western food cultures. Table I provides a summary.Social implicationsThe authors believe entomophagy has the potential to generate societal benefits, as its appeal at the social (hunger in the world), environmental (reducing meat consumption and its impact on ecology) and health (less calories and nutritive food) level.Originality/valueThe research contributes to creating new knowledge that simulates debate among public policy and marketing scholars about entomophagy as a novel food in Western food cultures. The focus on key factors related to its acceptance and adoption of Western food cultures calls for empirical evidence to be tested in the marketplace using possibly different insect categories and other novel foods. Further, the framework should stimulate thinking about ways the authors can change consumers’ negative perceptions of disgusting food. Marketers and policymakers can achieve it by making their practices more efficient in terms of promoting sustainable AFC, as well as with efficient policy initiatives focused on supporting AFC, including the regulation of insect introduction.