Cross-cultural perspectives on insect-based foods: Insights from consumers in Greece and Ireland

In the context of globalization, cross-cultural studies have become increasingly important for understanding differences in consumer acceptance of various foods. This study examines and compares the acceptance of insect-based foods between consumers in Greece and Ireland, two EU countries where insect-based foods are not widely available. An online survey was distributed in both countries and responses from 489 participants (Greece: n = 283; Ireland: n = 206) were analysed, using non-parametric tests for the quantitative data, and a combination of thematic and content analysis for the qualitative data. Overall, the Mann–Whitney U test showed that participants from Greece were significantly less willing to consume insect-based foods than those in Ireland. Among EU-approved insects, the Friedman test showed that participants in Ireland significantly preferred yellow mealworms over house crickets and migratory locusts, whereas participants in Greece showed no significant preference among these species. Both groups were more willing to consume insect-based foods when the insects were not visible, while they differed in their preference of inclusion percentage of insect protein in foods. However, no differences were found in the willingness to consume different types of non-visible insect products. The Mann–Whitney U test showed that participants in Ireland could be more influenced to consume insect-based foods by external factors, with live demonstrations by chefs being the most influential. However, family members would be the most influencing factor for those from Greece. Nuances in participants’ willingness to buy insect-based foods are presented and discussed. These findings could inform strategies aimed at increasing the acceptance of insects as food among consumers in European countries with limited exposure to such products.