Does entomophobia influence consumer preferences for organic vegetables and support for pesticide‐free farming?

Abstract Fostering pro‐conservation attitudes and behaviour is essential to mitigating biodiversity decline. Biophobia—negative emotional responses, such as fear and disgust, towards living organisms—can shape these attitudes, but its effects remain poorly understood. We examined the relationship between disgust towards insects (entomophobia) and consumers' pro‐environmental attitudes (support for buying organic vegetables) and pro‐conventional attitudes (preference for conventionally grown vegetables and support for pesticide use) in Japan. We conducted an online survey with 7200 participants, examining how entomophobia and other personal factors (age, gender, education level, income and aversion to chemicals) are associated with pro‐environmental and pro‐conventional attitudes. Respondents' attitudes varied, though many expressed neutral positions. Regression models indicated that individuals with stronger entomophobia held weaker pro‐environmental and stronger pro‐conventional attitudes. The influence of entomophobia on these attitudes was as strong as, or stronger than, other personal factors. Our results emphasise the importance of considering people's negative feelings towards nature in promoting positive attitudes and behaviour supportive of biodiversity. Read the free Plain Language Summary for this article on the Journal blog.