Segmentation of Young Polish Consumers in Relation to Product Attributes and Willingness to Consume Food Containing Edible Insects.

This study investigated consumer segmentation regarding insect-based foods among Polish Generation Z students. Data from 947 respondents were analyzed using exploratory factor analysis (EFA) followed by k-means clustering. Two segmentation solutions were identified: a four-cluster model based on product categories and a three-cluster model based on product attributes. In the four-cluster solution, the segments were labeled insect product enthusiasts, pragmatic consumers of processed products, cautious explorers, and skeptical and disengaged. In the three-cluster solution, the clusters were identified as conscious enthusiasts, quality-oriented pragmatists, and skeptical and disengaged. Across both approaches, the clusters differed significantly in terms of food neophobia, perceptions of sustainability, and product-related attributes such as safety, nutritional value, and sensory appeal. Notably, socio-demographic factors such as gender, place of residence, economic status, and field of study did not show statistically significant differences across clusters. Food neophobia emerged as a strong and highly significant differentiator (