PSII-6 Factors Affecting Consumer Acceptance of Insects as Livestock Feed

Abstract The Food and Agricultural Organization estimated global meat consumption to increase 102% from 2000 to 2050. Thus, there is a need to identify and implement novel, sustainable feed for livestock to meet food demands for animal-source protein without jeopardizing food availability for future generations. Insects have potential to fill this role as they are protein-rich and can grow on low-quality nutrient sources. However, Western societies traditionally feel disgust and fear towards insects. Thus, while previous in-vivo research suggests insects are suitable feed for cattle, pigs, poultry, and fish, it is unknown if U.S. consumers will accept animal-source products from livestock consuming insects as feed. Our objectives were to determine the demographics of likely consumers of products from livestock consuming insects as feed and identify factors that affect U.S. consumer acceptance of insects as livestock feed. This study was approved by Texas State University IRB (#7722). We developed a quantitative, electronic survey-based questionnaire that was distributed through convenience sampling (e.g., Facebook, Reddit) to adult U.S. consumers. We used a 95 ± 5% confidence level to calculate required sample size. Prior to distribution, we established face, content, and construct validity of the survey instrument using an external expert panel and established reliability (Cronbach’s ɑ=0.77) using 12 consumers representative of our target population. The effects of demographics on consumer attitude were analyzed using a multinomial logit model in R statistical software and factors affecting acceptance of products from insects as livestock feed were analyzed with descriptive statistics. Of respondents (n=361), 34% were accepting of insects as livestock feed, 15% were opposed, and 52% were neutral. U.S. consumers more likely to accept insects as livestock feed were younger versus older (18-24 versus 35-44 years; P=0.05), had a higher average household income ($50,000-$100,000 versus $25,000; P=0.01), and achieved higher educational attainment (master’s degree versus high school diploma; P=0.05). Older consumers (65+ versus 35-44 years; P=0.05) and those with a lower average household income (less than $25,000 versus $50,000-$100,000; P=0.01) were more likely to oppose insects as livestock feed. Respondents reported the top factors that would positively affect their acceptance of insects as livestock feed were: “If I knew the insects were healthy for the livestock” (74%); “If I knew it would not affect the balance of our eco-system” (66%); and “If I knew it would lessen the environmental impact of livestock production” (61%). Ultimately, our data indicate that young, educated U.S. consumers with higher-than-average income are the target market for animal-source protein from livestock fed insects. Our data also indicate that marketing and educational efforts should emphasize environmental benefits of insects as livestock feed to increase adoption by consumers with neutral or negative attitudes.