Factors affecting customer attitudes towards alternative cricket protein and the concept of novel products in China and Thailand

Abstract

This research aims to compare the relationship of factors that influence Thai and Chinese consumers’ perception and emotional responses towards cricket protein powder and to evaluate consumers’ needs for novel food products based on cricket protein powder. The data were collected from 864 participants from Thailand and China. A comparative analysis reveals that generation does not significantly influence consumers’ perception. Chinese consumers, unfamiliar with crickets as food, express negative emotions, yet show positive feelings. In contrast, Thai consumers respond positively, especially when crickets are incorporated into processed products. The study identifies key product concepts, such as food supplements and seasoning, favored by Chinese consumers. Thai consumers prefer cricket powder in main courses, desserts, and beverages, whereas Gen Y leans towards incorporating it into snacks. These findings emphasize the importance of familiarity, generational variations, and emotional responses in shaping consumer preferences, vital factors for designing and marketing innovative food products.

Keywords

• Generations
• edible insect
• product development
• emotional response