Marketing Strategies and Acceptance of Edible Insects Among Thai and Chinese Young Adult Consumers

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2021-10-10 DOI:10.1080/08974438.2021.1979160

C. Phonthanukitithaworn, A. Sae‐Eaw, Huacheng Tang, Phapaporn Chatsakulpanya, Weining Wang, C. Ketkaew

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引用次数: 8

Abstract

Abstract The adverse environmental impact associated with producing animal foods (e.g. chick, pork, beef, and fish) presents an opportunity for insect foods to meet the rising global demand for meat products. This paper investigates consumer behavior relating to edible insect products among young adult consumers from China and Thailand. A sample of 616 young adults was analyzed using structural equation modeling (SEM). The empirical results revealed edible insect phobia, neophilic tendency, and marketing strategies to be the primary constructs influencing the consumption of edible insects. The SEM results suggest marketing strategies to be the most crucial mediator affecting an individual’s insect consumption, including attractive advertising and promotion strategies and accessible distribution channels. Our results also revealed edible insect phobia to be significantly higher among Chinese consumers compared to Thai consumers. Among several implications, the marketers may use a promotional tool such as buy one get one free to stimulate insect consumption.

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泰国和中国青年消费者对食用昆虫的营销策略和接受程度

与生产动物性食品(如鸡、猪肉、牛肉和鱼)相关的不利环境影响为昆虫食品提供了一个机会，以满足全球对肉类产品不断增长的需求。本文调查了中国和泰国的年轻成年消费者对食用昆虫产品的消费行为。采用结构方程模型(SEM)对616名年轻人进行了分析。实证结果显示，对食用昆虫的恐惧、嗜新倾向和营销策略是影响食用昆虫消费的主要因素。SEM结果表明，营销策略是影响个体昆虫消费的最重要的中介，包括有吸引力的广告和促销策略以及可访问的分销渠道。我们的研究结果还显示，与泰国消费者相比，中国消费者对食用昆虫的恐惧程度明显更高。在几种影响中，营销人员可能会使用促销工具，如买一送一来刺激昆虫消费。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.