Reviving the entomophagy tradition among the younger generation: An application of the theory of planned behavior

• Respondents had limited consumption experience and low willingness to consume. • Food safety control is the most valued product attribute. • Subjective norms and perceived behavioral control are determinants of intention. • Intention and perceived behavior control are determinants of behavior. • Providing information on product availability had a positive impact on intention. Edible insects are sustainable sources of animal protein. Although insects are novel foods in Western societies, the Asia-Pacific region preserves traditional entomophagy cultures. In parts of the Asia-Pacific region, the amount consumed gradually declined with each passing generation. Reviving the entomophagy tradition among the younger generation is crucial for the future market for edible insects. This study examined young consumers’ perceptions of edible insects and the psychological determinants of their consumption. This study was conducted in Japan, which is a typical example of generational differences in insect consumption due to traditional eating habits. We adopted the theory of planned behavior (TPB) to identify psychological determinants of entomophagy and conducted two online surveys among 391 and 342 young Japanese consumers, respectively. We extended the original TPB by adopting a treatment–control design in which respondents in the treatment group received information on product availability. The results revealed that edible insects remained a novel food among respondents. The TPB revealed that subjective norms and perceived behavioral control (PBC) were determinants of consumption intention, whereas intention and PBC were determinants of behavior. Information on product availability had a significant positive impact on intention; however, it had little impact on behavior. Furthermore, we found that food safety control was the most valued product attribute and hedonistic attributes were prioritized over functionalist attributes. Based on these findings, this study proposes possible promotional strategies that provide valuable insights for marketers and policymakers in Japan and other countries to revive the entomophagy tradition among younger generations.