Datum
2024-08-30Schlagwort
300 Sozialwissenschaften, Soziologie 500 Naturwissenschaften DeutschlandEssbare KleinsttiereProteineVerbraucherverhaltenSegmentierungLebensmittelkennzeichnungMarketingMetadata
Zur Langanzeige
Aufsatz
Who has an appetite for insects? Identifying segments of early adopters of insect-based food and their product attribute preferences: Insights from a choice experiment study in Germany
Zusammenfassung
Despite well-documented scepticism among Western consumers about eating insects, there are groups of potential early adopters who will form the initial market for insect-based food. Understanding the different preferences of these potential early adopters is key to developing effective targeted marketing actions. This study aimed to identify segments of potential early adopters and their distinct product attribute preferences. Via an online survey in Germany (N = 922), we conducted discrete choice experiments using real packaging of insect-based meatballs and crackers. Latent class logit analysis identified four consumer segments for each product, three of which showed a willingness to buy the products. While these potential consumer groups varied in their price sensitivity and insect labelling preferences, they all attached the greatest importance to naturalness claims. Interestingly, sustainability and nutritional information were not top priorities for all consumers; instead we observed the importance of an institutional trust indicator, especially for unconvinced consumers. In conclusion, the results of the present study provide interesting insights for both researchers and practitioners to make informed marketing decisions in the development and labelling of insect-based products.
Zitierform
In: Food Research International Volume 196 (2024-08-30) eissn:1873-7145Förderhinweis
Gefördert im Rahmen des Projekts DEALZitieren
@article{doi:10.17170/kobra-2024092310870,
author={Puteri, Berlianti and Oehlmann, Malte and Jahnke, Benedikt},
title={Who has an appetite for insects? Identifying segments of early adopters of insect-based food and their product attribute preferences: Insights from a choice experiment study in Germany},
journal={Food Research International},
year={2024}
}
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2024-10-04T12:10:59Z 2024-10-04T12:10:59Z 2024-08-30 doi:10.17170/kobra-2024092310870 http://hdl.handle.net/123456789/16077 Gefördert im Rahmen des Projekts DEAL eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ alternative protein consumer segmentation edible insects food labelling food marketing food naturalness 300 500 Who has an appetite for insects? Identifying segments of early adopters of insect-based food and their product attribute preferences: Insights from a choice experiment study in Germany Aufsatz Despite well-documented scepticism among Western consumers about eating insects, there are groups of potential early adopters who will form the initial market for insect-based food. Understanding the different preferences of these potential early adopters is key to developing effective targeted marketing actions. This study aimed to identify segments of potential early adopters and their distinct product attribute preferences. Via an online survey in Germany (N = 922), we conducted discrete choice experiments using real packaging of insect-based meatballs and crackers. Latent class logit analysis identified four consumer segments for each product, three of which showed a willingness to buy the products. While these potential consumer groups varied in their price sensitivity and insect labelling preferences, they all attached the greatest importance to naturalness claims. Interestingly, sustainability and nutritional information were not top priorities for all consumers; instead we observed the importance of an institutional trust indicator, especially for unconvinced consumers. In conclusion, the results of the present study provide interesting insights for both researchers and practitioners to make informed marketing decisions in the development and labelling of insect-based products. open access Puteri, Berlianti Oehlmann, Malte Jahnke, Benedikt doi:10.1016/j.foodres.2024.114994 Deutschland Essbare Kleinsttiere Proteine Verbraucherverhalten Segmentierung Lebensmittelkennzeichnung Marketing publishedVersion eissn:1873-7145 Food Research International Volume 196 false 114994
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