Understanding and Formulating Strategies to Enhance Consumer Acceptance of Edible Insects in Established and Non-Established Contexts

Indonesia has strong potential to advance sustainable protein alternatives through edible insects, yet consumer acceptance remains limited due to cultural unfamiliarity and psychological aversion. This study aimed to examine consumer acceptance of edible insects by comparing an established consumption region (Gunungkidul Regency) with a non-established region (Semarang City) in Indonesia. A quantitative survey was conducted with 451 respondents using a structured questionnaire covering socio-demographic characteristics, food neophobia, consumption experience, motivations, and barriers. The results showed neutral levels of food neophobia in both regions, with higher reluctance observed among consumers in Semarang than in Gunungkidul. Previous consumption was substantially higher in Gunungkidul, indicating the role of cultural normalization. Curiosity and perceived nutritional benefits were the main motivations for consumption, while psychological aversion and sensory concerns were the primary barriers. Statistical analysis revealed that age was the only socio-demographic factor significantly influencing willingness to consume edible insects, with younger respondents demonstrating greater openness, while education and income showed no significant effects. These findings suggest that generational attitudes and cultural exposure play a more critical role in shaping acceptance than socioeconomic status. The study highlights the need for context-specific strategies, including technological processing to reduce disgust and allergen concerns in established regions, and perceptual reframing, early exposure, and product familiarization in non-established regions. Promoting edible insects as affordable and nutrient-dense protein sources may enhance acceptance and support Indonesia’s food security and climate resilience.