Perception of portuguese consumers regarding the marketing mix variables of insect-based foods

Abstract

Facing growing environmental concerns, limited natural resources and a rapidly increasing global population, the food industry is under significant pressure to introduce more sustainable alternatives. Insect-based foods have emerged as a viable alternative protein source, given its high nutritional value and significantly lower environmental impact, when compared to traditional products. However, in Western societies, like Portugal, the acceptance and willingness to consume insect-based options remains limited, due to cultural differences, food neophobia and emotional barriers, like disgust. This dissertation aims to explore and understand Portuguese consumers’ perceptions regarding Marketing Mix variables – Product, Price, Promotion and Place – of insect-based foods. A mixed methodology was adopted, combining a quantitative exploratory questionnaire with qualitative interviews, ensuring depth insights. The investigation aims to identify key drivers and barriers to entomophagy in Portugal and the role of communication channels and tone and content in shaping consumers’ perceptions. The findings indicate a growing interest in sustainable alternatives, while some psychological and contextual factors can deter widespread acceptance. On the other hand, informative and positive messages, as well as familiarity sense, can enhance consumers’ willingness to try. his research provides valuable insights for marketers, policymakers, and sustainability advocates