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A Conjoint Analysis Evaluation of Consumer Perspectives on Cricket-Based Snacks: A Case Study for Alberta, Canada

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  • Susana De Leon Siller

    (Department of Agricultural, Food and Nutritional Science, 4-10 Agriculture Forestry Centre, University of Alberta, Edmonton, AB T6G 2P5, Canada)

  • Temitope Awobusuyi

    (Department of Agricultural, Food and Nutritional Science, 4-10 Agriculture Forestry Centre, University of Alberta, Edmonton, AB T6G 2P5, Canada)

  • John Wolodko

    (Department of Agricultural, Food and Nutritional Science, 4-10 Agriculture Forestry Centre, University of Alberta, Edmonton, AB T6G 2P5, Canada)

  • Wendy Wismer

    (Department of Agricultural, Food and Nutritional Science, 4-10 Agriculture Forestry Centre, University of Alberta, Edmonton, AB T6G 2P5, Canada)

Abstract

Insects have been proposed as a sustainable protein alternative to conventional meat sources. However, consumer acceptance of edible insects is still low in the Western Hemisphere. This study examined how product characteristics and consumer beliefs influence the liking and willingness to try cricket-based food products. An online survey was conducted in the province of Alberta, Canada. Alberta is a major site for beef production and plays a vital role in Canada’s agricultural and economic landscape. Participants (n = 548) were asked to indicate their overall liking (OL) and willingness to try (WTT) a cricket-based snack in a conjoint analysis experiment. A 2 × 2 × 5 design was used for the product characteristics (type of product, presence of an image of the product, and product benefit claims). Each participant was assigned five product profiles using a balanced incomplete block design. The type of product (cricket chips and whole roasted crickets) was the most important attribute for participants. Product benefit claims did not effectively increase the OL or WTT of the cricket-based snacks. Higher scores on the Entomophagy Attitude Scale and previous experiences consuming insect-based food products positively influenced WTT and OL. The findings of this study underscore the significance of the type of product and personal attitudes towards entomophagy in shaping consumer preferences for sustainable protein sources and offer valuable insights for the development and marketing of insect-based food products in a Western market where meat products are accessible and affordable for many.

Suggested Citation

  • Susana De Leon Siller & Temitope Awobusuyi & John Wolodko & Wendy Wismer, 2025. "A Conjoint Analysis Evaluation of Consumer Perspectives on Cricket-Based Snacks: A Case Study for Alberta, Canada," Sustainability, MDPI, vol. 17(7), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:7:p:2910-:d:1620038
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    References listed on IDEAS

    as
    1. Corina Zugravu & Monica Tarcea & Mirela Nedelescu & Daniela Nuţă & Raquel P. F. Guiné & Ciprian Constantin, 2023. "Knowledge: A Factor for Acceptance of Insects as Food," Sustainability, MDPI, vol. 15(6), pages 1-11, March.
    2. Leocardia Ranga & Francesco Noci & Ana P. Vale & Maria Dermiki, 2023. "Insect-Based Feed Acceptance amongst Consumers and Farmers in Ireland: A Pilot Study," Sustainability, MDPI, vol. 15(14), pages 1-19, July.
    3. Joanna Bartkowicz & Ewa Babicz-Zielińska, 2020. "Acceptance of bars with edible insects by a selected group of students from Tri-City, Poland," Czech Journal of Food Sciences, Czech Academy of Agricultural Sciences, vol. 38(3), pages 192-197.
    4. Jaqueline Geisa Cunha Gomes & Marcelo Tsuguio Okano & Edson Luiz Ursini & Henry de Castro Lobo dos Santos, 2023. "Insect Production for Animal Feed: A Multiple Case Study in Brazil," Sustainability, MDPI, vol. 15(14), pages 1-15, July.
    5. Marta Ros-Baró & Violeida Sánchez-Socarrás & Maria Santos-Pagès & Anna Bach-Faig & Alicia Aguilar-Martínez, 2022. "Consumers’ Acceptability and Perception of Edible Insects as an Emerging Protein Source," IJERPH, MDPI, vol. 19(23), pages 1-13, November.
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