Sessions

The future shift toward sustainable protein systems will require a better understanding of the social and behavioral drivers of consumer acceptance, alongside technological innovation. Edible insects are identified as a potential alternative protein source, but uptake in Europe is still limited, and consumer responses are influenced by perceptions of insects as non-food organisms. Evidence on how environmental awareness, knowledge of regulations, and consumer characteristics interact to influence acceptance is deficient, particularly in Central and Eastern Europe. This paper examines the relationship between environmental concerns, knowledge of EU authorization, dietary preferences, and willingness to consume insect-based products within the framework of environmental sustainability among Hungarian consumers.

The data were collected in April 2023 in ten Hungarian towns using a face-to-face questionnaire survey. This study collected 1003 valid responses using a quota-based sampling method. This method allowed obtaining a sample representative of key demographic features (age, gender, and geographical region of residence) of the Hungarian adult population and provided a sound basis for the assessment of national trends in attitudes toward insect-based foods. Descriptive statistics, chi-square tests, Kruskal–Wallis tests with Dunn’s post hoc comparisons, and k-means clustering were used to identify different consumer segments.

Cluster analysis identified three consumer segments. “Environmentally aware but substitute-resistant consumers” (43.09%) recognized the environmental impact of meat and supported reducing its consumption, yet strongly resisted replacing conventional meat and showed low acceptance of insect-based substitutes. “Traditional meat loyalists with low environmental concern” (33.64%) showed little environmental concern, opposed meat reduction and were least accepting of insect-based foods. “Environmentally concerned consumers” (23.27%) expressed the strongest environmental concern and support for meat reduction, the least resistance to meat substitution and the greatest openness to insect-based foods, although acceptance remained limited. Willingness to consume insect-based foods differed significantly between clusters (p < 0.001).

This research contributes to understanding public perceptions of edible insects by showing that sustainability relevance and regulatory approval are not linked to consumer acceptance. The results indicate heterogeneous consumer responses associated with differences in dietary preferences, sustainability orientations, and willingness to consider insect-based foods. These findings emphasize the need to consider broader food-related attitudes and current consumption practices when investigating public perceptions of emerging protein alternatives.