Sustainable Protein in the Food Chain: A Five-Country Study on Consumer Preferences for Insect-Fed Animal Products

Insect-based feed is a promising solution to reduce the environmental impact of livestock production, but its market success depends on consumer acceptance of animal products raised on such diets. This study examines consumer preferences and willingness to pay (WTP) for insect-fed fish, chicken, pork, and eggs across five countries: China, Mexico, Italy, Belgium, and the United States. Using contingent valuation and randomized information treatments through a survey with a total sample of 3418 respondents, we assess how product type, country context, and consumer exposure to information influence purchasing behavior. Results show that product information generally reduces consumer resistance to purchasing insect-fed products, but its effect on raising WTP varies significantly by country and product. China consistently exhibits the highest WTP across all products, exceeding current market prices. Notably, information treatment about the sustainability, environmental and economic advantages of insect-based feed significantly increased WTP in Mexico but had little to no effect in Italy, Belgium, or the U.S. Results also suggest that consumers across all five countries value transparency and believe it is important to disclose feed-related information on product packaging. These findings suggest that targeted communication and policy efforts are needed to support broader consumer acceptance and price alignment for sustainable feed innovations in European countries and the US.