Investigating Consumers' Perceptions and Motivations Behind Edible Insects in Greece: A Grounded Theory Approach.

Edible insects constitute a healthy food source providing a sustainable alternative to traditional animal protein. The present study explored consumers' perceptions and attitudes toward insect consumption, and defined the main motivational factors influencing public awareness and acceptance toward entomophagy. Using a qualitative research design, individual-level data were selected from a sample of 70 consumers in Greece via semi-structured personal in-depth interviews. The Grounded Theory framework was adopted to develop awareness, perception and acceptance drivers. Although the participants were knowledgeable about the usage of insects as food, the great majority demonstrated abhorrence toward entomophagy, describing feelings of disgust and repulsion. Furthermore, the respondents seemed to be reluctant towards the distribution and availability of edible insects and insect-based food options in consumer markets, whereas food safety concerns were strong as many consumers seemed to question the relevant preparation regulations. A lack of information and cultural influences were found to restrict consumers' acceptance of entomophagy, whereas health and food safety concerns comprised an inhibiting factor in incorporating edible insects in Greek cuisine. This study emphasized the need for a holistic information plan, which will help both food businesses and consumers understand the vital role of edible insects in modern food environments.