Traditional beondegi as an ethnic food context for insect-based food acceptance among sustainability-aware Korean adults: a nationwide cross sectional study

Abstract Edible insects are often framed as novel sustainable proteins, but consumer responses may also reflect culturally situated food experience. In Korea, beondegi , prepared from silkworm pupae generated during silk production and commonly sold as street food or in canned form, provides a recognizable ethnic food context. The present study investigated whether self-reported familiarity with insect-based foods was associated with stated purchase intention among Korean adults aware of sustainable protein sources. A nationwide cross sectional online survey was conducted from 19 to 26 May 2025. Among 2000 respondents, 1274 who reported awareness of sustainable protein sources were analyzed. Sequential logistic regression models estimated odds ratios and 95% confidence intervals after adjustment for sex, age group, region, education level, and occupation. Purchase intention was reported by 10.6% of familiar participants and 5.3% of unfamiliar participants. Familiarity remained associated with purchase intention in the fully adjusted model (OR, 1.989; 95% CI, 1.284–3.082). Women had lower odds than men (OR, 0.418; 95% CI, 0.263–0.666), whereas adults aged 60 years or older had higher odds than those aged 20–29 years (OR, 5.401; 95% CI, 2.594–11.247). Familiarity was a significant correlate of stated purchase intention, although absolute intention remained low. The age pattern is consistent with, but does not establish, a role for cohort-specific food socialization and cultural memory. Product development should recognize the Korean history of beondegi while addressing sensory, safety, availability, and social barriers that may prevent intention from becoming behavior.