Customer Acceptance, Barriers, and Preferences in the U.S.

  • Melissa A. BakerEmail author
  • Jungyoung Tiffany Shin
  • Young Wook Kim


While insect consumption occurs and is accepted throughout the world, acceptance and adoption of entomophagy is particularly low in the United States. This chapter investigates the current state of customer acceptance of edible insects in the United States, potential market segments, barriers to insect consumption, and marketing initiatives to minimize risk and maximize benefits. For customer acceptance in the U.S., cultural factors play a large role in low adoption. Potential market segments include consumers that are health conscious, environmentally conscious, and seek exciting, new, and novel food experiences. The major barriers to insect consumption include cultural barriers, food neophobia, perceptions of disgust, and risk factors. Therefore, it is important to investigate the marketing initiatives that can best minimize risk and maximize benefits such as image and description marketing, education, and public policy.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Melissa A. Baker
    • 1
    Email author
  • Jungyoung Tiffany Shin
    • 2
  • Young Wook Kim
    • 3
  1. 1.Department of Hospitality and Tourism Management, Isenberg School of ManagementUniversity of MassachusettsAmherstUSA
  2. 2.Conrad N. Hilton College of Hotel & Restaurant ManagementUniversity of HoustonHoustonUSA
  3. 3.Korean Edible Insect Laboratory Knowledge Cooperative AssociationSeoulRepublic of Korea

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