Marketing Strategies and Acceptance of Edible Insects Among Thai and Chinese Young Adult Consumers
Chanchai Phonthanukitithaworn, Amporn Sae‐Eaw, Huacheng Tang, Phapaporn Chatsakulpanya, Weining Wang, Chavis Ketkaew
Abstract
The adverse environmental impact associated with producing animal foods (e.g. chick, pork, beef, and fish) presents an opportunity for insect foods to meet the rising global demand for meat products. This paper investigates consumer behavior relating to edible insect products among young adult consumers from China and Thailand. A sample of 616 young adults was analyzed using structural equation modeling (SEM). The empirical results revealed edible insect phobia, neophilic tendency, and marketing strategies to be the primary constructs influencing the consumption of edible insects. The SEM results suggest marketing strategies to be the most crucial mediator affecting an individual’s insect consumption, including attractive advertising and promotion strategies and accessible distribution channels. Our results also revealed edible insect phobia to be significantly higher among Chinese consumers compared to Thai consumers. Among several implications, the marketers may use a promotional tool such as buy one get one free to stimulate insect consumption.