Exploring the intention of Greek consumers to buy foods containing insect ingredients

Abstract

This study focuses on analysing the attitude of Greek consumers towards food products that contain ingredients from insects and their overall intention to buy such products using the Theory of Planned Behavior as a guiding framework. The main factors measured were Disgust, Food Neophobia, Environmental concerns, Attitude, and Intention to Buy Insect-based Foods. Data were collected from 169 respondents through an online questionnaire, and the data were processed using Structural Equation Modelling (SEM). The final model showed acceptable fit, but the results diverged from established literature since Disgust was positively correlated with Attitude, Food Neophobia and Environmental Concerns did not have a significant effect on Attitude, and overall Attitude did not explain the majority of Intention. Finally, the study suggests that marketing strategies should focus on familiarity, product form, and consumer education rather than relying solely on environmental messaging.