Epsilon Archive for Student Projects

Abstract

Edible insects are a promising low-impact protein source, requiring less land, water, and feed than conventional livestock, yet acceptance in Western countries remains low. This thesis investigates whether providing information can increase consumer acceptance of insect-based food, and which factors shape it. In a randomised survey experiment with around 500 respondents, predominantly Swedish university students, half watched a short informational video before reporting their willingness to try, willingness to pay, and product choice; the other half did not. The information treatment had no significant effect on any outcome. Instead, acceptance was driven by pre-existing attitudes toward insects and, most strongly, perceived social norms, while food neophobia acted as a barrier. These findings suggest that short-term information is insufficient to overcome resistance to insect-based food, and that lasting change depends more on shifting underlying attitudes and social norms.