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

Background: Edible insects constitute a healthy food source with high nutritional value, promoted in coordinated efforts to address global food insecurity by providing a sustainable alternative to tradi-tional animal protein. The present study sought to explore consumers’ perceptions and attitudes to-ward insect consumption, and also define the main motivational factors influencing public awareness and acceptance toward entomophagy. Methods: 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 frame-work was adopted to develop awareness, perception and acceptance drivers. Results: Although a small proportion of participants completely ignored the usage of insects as food and food ingredients, the great majority demonstrated abhorrence toward entomophagy, describing feelings of disgust and repulsion. Furthermore, respondents seemed to be reluctant towards the inclusion of edible insects and insect-based food options available to consumer markets through the food pro-cessing businesses and food distribution channels. Food safety concerns were strong since many con-sumers seemed to question the regulations in insect cultivation and the preparation of insect-based foods. Conclusions: 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 and insect components in the Greek cuisine. This study emphasized the need for a holis-tic information plan, which will help both food businesses and consumers understand the vital role of edible insects in modern food environments.