The Impact of Consumer Characteristics, Product Attributes, and Food Type on Polish University Students’ Willingness to Pay More for Sustainable Insect-Based Foods

As part of urban sustainable food strategies, reducing land and emission footprints motivates interest in edible insects (EI) as a sustainable protein source. However, research on the determinants of young consumers’ acceptance and willingness to pay for insect-based foods in Central and Eastern Europe remains limited. This study assessed whether Polish students are willing to pay more for foods containing EI when production is environmentally friendly. The analysis focused on identifying socio-demographic and product-related factors influencing willingness to pay a higher price. Data were collected in November 2023 through a nationwide Computer-Assisted Web Interview (CAWI) conducted via Google Forms among 947 Polish university students. A logistic regression model was applied to determine socio-demographic predictors, while exploratory factor analysis was used to identify latent dimensions of product attributes and food categories. Results revealed that gender and place of residence significantly affected willingness to pay, with women and urban residents showing higher readiness. Attributes related to convenience, availability, sensory appeal, health and nutrition claims, and CO2 reduction benefits were the strongest positive correlates. The findings suggest pragmatic pathways for introducing insect-based foods into sustainable urban food systems and highlight the role of education in fostering environmentally responsible consumer behavior.