UK consumers’ willingness to try and pay for eggs from insect-fed hens
Sabrina Spartano, Simona Grasso
Abstract
Willingness to try (WTT) and willingness to pay (WTP) for eggs produced from insect-fed hens and the determinants of these behaviours were investigated in the UK. Data from a sample of egg consumers (N=294) was collected using an online survey. Factors influencing WTT and WTP were evaluated using a binary logistic regression and censored (Tobit) regression. Only 17% of participants were aware of insects as a potential animal feed. Most consumers were willing to try (72%) and pay (87%) for the product, with a portion of consumers who were not willing to try but willing to buy at a low enough price. WTT and WTP were most significantly influenced by disgust as a barrier and positive attitudes towards the product as a driver to consumption. This suggests the potential for disgust to be offset by information about the product's benefits. While environmental and animal welfare attitudes did not affect WTT and WTP, food neophobia, previous tasting experience with insects as food, hen welfare concerns and price influenced acceptance and adoption. A substantial proportion of consumers indicated they would pay 18% more for these eggs, suggesting there is potential to introduce them as a premium product in the UK market.