Samenvatting

Insects could prove to be a sustainable solution to feeding the growing human
population. While insects are already consumed in many countries, the acceptance
of insect-based foods is very low in Western European countries. This cross-border
study examined how the acceptance of German and Dutch consumers can be
increased through marketing measures. To this end, the main factors influencing
the assumption were identified. Market research and expert interviews were then
carried out. According to the results of this research, consumers prefer insect-based
foods in which the insects are not visible. Preference is given to foods that taste
like and resemble known products. Disgust and food neophobia were identified as
the largest negative factors affecting acceptance. Factors such as the willingness to
experiment and positive taste experiences when consuming insects for the first time
have been identified as potential drivers for higher acceptance. Based on the results
of this work, recommendations for operational marketing measures are discussed.