Insects as an option of sustainable food consumption? A qualitative content analysis of social media data in China

Insect-based protein has been proposed as a substitute of meat for sustainability. Previous research on insect-eating mostly relies on self-report surveys or hypothetical scenarios. Since the appropriateness of food and food consumption are deeply rooted in the socio-cultural context, a systematic examination of sharing on social media regarding attitudes and behaviours of insect-eating is highly necessary. We retrieved personal sharing on insect-eating via Sina Weibo from 2019 to 2023 and analysed the data using qualitative content analysis. The findings indicate polarised attitudes towards insect-eating, influenced by cognitive reconfiguration, both direct and indirect experiences of insect-eating, as well as perceived necessity. In the attitude–behaviour link, we also identify several contingency factors, such as attribution to conspiracy theory and mostly negative stereotypes of insect-eating as well as insect-eaters. Implications for both research and practices are discussed. In particular, practitioners should pay attention to the within-country variation of insect-eating customs, concerns for risk of eating insects and be cautious to use moralised communication strategies to promote sustainable food consumption.