Profiling consumers who are ready to adopt insects as a meat substitute in a Western society

• One out of five meat consumers claims to be ready to adopt insects.
• Males are 2.17 times more likely than females to adopt insects.
• Consumers who plan to reduce meat intake are 4.51 times more likely to adopt insects.
• Significant effects of food (technology) neophobia and familiarity are confirmed.
• Belief that meat is healthy and focus on meat taste lower readiness to adopt insects.

This study investigates the readiness of consumers in a Western society, where traditional meat consumption prevails, to adopt insects as a substitute for meat. Using cross-sectional data (n = 368) and binary logistic regression modeling, the study identifies gender, age, familiarity, food neophobia, convenience and environmental food choice motives, as well as meat-related attitudes and future meat consumption intentions as significant predictors. The predicted likelihood of adopting insects as a substitute for meat is 12.8% [95% CI: 6.1–19.4%] for males and 6.3% [95% CI: 2.8–9.9%] for females, other predictor variables held constant at their mean value. People who claim to be familiar with the idea of eating insects have a 2.6 times higher likelihood, and consumers who intend to reduce fresh meat intake are up to 4.5 times more likely to adopt insects. Food neophobia makes the largest contribution to consumers’ readiness to adopt insects: a one-unit increase in the food neophobia score is associated with a 84% decrease in the predicted odds of being ready to adopt insects. A stronger convenience orientation in food choice and a higher interest in the environmental impact of food choice increase the likelihood of adopting insects by 75% and 71% per unit increase in these predictors’ scores, respectively. By contrast, a one-unit stronger belief that meat is nutritious and healthy, and a one-unit higher importance attached to taste for meat lower the predicted odds by 64% and 61%, respectively. This study reveals that the most likely early adopters of insects as a novel and more sustainable protein source in Western societies are younger males with a weak attachment to meat, who are more open to trying novel foods and interested in the environmental impact of their food choice.