Context matters: how different information influences consumer preferences and willingness to pay for animal products fed with insects

Abstract The use of insects as an alternative source of animal feed is gaining interest due to their positive environmental impact. Consumers are generally more accepting of using insects as sustainable feed for animals than consuming insects directly. However, limited research exists on how different informational contexts influence consumer preferences and willingness to pay (WTP) for insect-fed animal products. This quantitative study addresses this gap by surveying 1,006 consumers in Spain, stratified by age and gender. Using the Heckman sample selection model, the results reveal that the probability of purchasing insect-fed animal products increases with younger age, municipal market shopping, online shopping habits, and a positive attitude towards inflation, while it decreases in households with elderly members. In contrast, neophobic attitudes and negative attitudes towards adding insects in animal feed significantly reduce the likelihood of purchasing these products. In the outcome equation, WTP is significantly influenced by household income, education level, online shopping behaviour, anthropocentric attitude, and negative attitude towards adding insects in animal feed. Higher household income is associated with lower WTP, while online shopping increases WTP. Higher education levels are linked to lower WTP for chicken and pork but are not significant for eggs. Consumers with a stronger anthropocentric attitude and negative attitudes towards using insects in animal feed are less willing to pay for these products. Consumers’ WTP premiums for insect-fed animal products range from 21% to 31%, with the highest premiums observed when no specific information about insects’ rearing, treatment, or processing is provided. Budget constraints and trust issues regarding sustainable insect feed are the main barriers to acceptance. These findings suggest that raising awareness about insect feed production, and emphasising animal welfare practices could enhance consumer acceptance. Furthermore, the substantial WTP for these products highlights their potential as premium items in the Spanish market.