Is Generation Z Ready to Engage in Entomophagy? A Segmentation Analysis Study
2023
Irene (Eirini) Kamenidou | Spyridon Mamalis | Stergios Gkitsas | Ifigeneia Mylona | Aikaterini Stavrianea
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 &ldquo:willing&rdquo: 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&rsquo:s behavior was performed based on eight variables and four segments were identified: the &ldquo:Future potential insect consumers&rdquo: (29.1%), the &ldquo:Rejecters&rdquo: (26.7%), the &ldquo:Disgusted, prefer to starve&rdquo: (22.2%), and the &ldquo:Inconsistent&rdquo: (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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