Insects as Feed for Farmed Poultry: Are Italian Consumers Ready to Embrace This Innovation?

SIMPLE SUMMARY: Research into alternative protein sources might help to reduce environmental pollution and increase animal welfare. Insect proteins used in feed production could represent a good solution for these environmental and ethical problems. However, consumer acceptance of insects as feed must be carefully considered, along with the role of information in affecting the acceptance of such feed. In this study, we tested how non-technical information on the benefits of introducing insects as feed for farmed animals convinced a group of Italian consumers to accept duck meat fed either with insect-based meal or live insects. We found that providing information on the environmental, safety, nutritional, and taste-related aspects of insect-based feed as a protein substitute in the poultry sector increased the consumers’ acceptance of using insects as feed, as well as their readiness to purchase and consume these products. Our results show that some sociodemographic attributes, i.e., gender, age, and education level, are significantly related with the acceptance of products from insect-fed animals. ABSTRACT: The inclusion of insects as a protein source in feed production is not only related to technical, economical, and normative restrictions but is also affected by consumer acceptance. In this study, we evaluated consumers’ attitudes, intention to purchase and eat, and willingness to pay for meat obtained from a farmed duck fed with insect-based meal or a live insect diet. We conducted a survey among a sample of 565 consumers to test the effects of information about the benefits of using insects as feed on consumers’ attitudes towards animal-based products fed with insects. Providing information on the sustainability and nutritional benefits of using insects as feed increased both attitude towards and intention to purchase and eat meat products made from animals fed with insects. In the treatment group, we found a significant reduction from 21.9 to 14.0% in those who wanted to be compensated for buying a duck fed with an insect-based meal and an increase in those willing to pay the same price—from 64.9 to 72.7%. The information treatment significantly increased the intention to eat such products, suggesting that increasing consumers’ knowledge might help in reducing the fears and misconceptions around the topic of using insects as a feed source.