By Céline Gallen, Gaëlle Pantin-Sohier, Dominique Peyrat-Guillard
In a context of protein transition, human consumption of insects is a challenge for the food industry in France. This research investigates the factors underlying familiarization and diffusion of these discontinuity innovations among French consumers. A qualitative study with insects and insect-based foods has been conducted with 37 consumers aged from 20 to 30 years old. On the one hand, the results show that familiarization increases acceptance thanks to known taste markers, transformation, or even hiding insects in known foods. On the other hand, the study enlightens the diffusion factors on the adoption process of this innovation, namely: relative advantage; compatibility with consumers’ values, practices and needs; complexity of use; triability; observability of the effects.
JEL Codes: M31, Q010