Segmentation of Young Polish Consumers in Relation to Product Attributes and Willingness to Consume Food Containing Edible Insects.

Abstract

This study investigated consumer segmentation regarding insect-based foods among Polish Generation Z students. Data from 947 respondents were analyzed using exploratory factor analysis (EFA) followed by k-means clustering. Two segmentation solutions were identified: a four-cluster model based on product categories and a three-cluster model based on product attributes. In the four-cluster solution, the segments were labeled insect product enthusiasts, pragmatic consumers of processed products, cautious explorers, and skeptical and disengaged. In the three-cluster solution, the clusters were identified as conscious enthusiasts, quality-oriented pragmatists, and skeptical and disengaged. Across both approaches, the clusters differed significantly in terms of food neophobia, perceptions of sustainability, and product-related attributes such as safety, nutritional value, and sensory appeal. Notably, socio-demographic factors such as gender, place of residence, economic status, and field of study did not show statistically significant differences across clusters. Food neophobia emerged as a strong and highly significant differentiator (p < 0.001), reinforcing its role as a major psychological barrier, while positive perceptions of safety, taste, and nutritional value enhanced acceptance. These findings extend current knowledge on consumer heterogeneity in sustainable food markets and provide practical guidance for developing tailored communication strategies to promote the acceptance of edible insects among young consumers.