Phuah: Viral social media challenges can make the idea of eating insects more mainstream.
Will insects ever be a staple in Malaysia?
Consuming insects, or entomophagy, is not an anomaly, particularly among South-East Asia’s indigenous communities such as those in Sabah and Sarawak.
In Thailand and Cambodia, grilled insect skewers, similar to satay, are a popular snack.
A quick Internet search yields recipes for stir-fried sago worms or “butod”, while grubs and feed made from insects are sold on mainstream online shopping sites.
But despite the health, environmental and cost-saving benefits, urban consumers remain sceptical and reluctant to snack on creepy-crawlies.
In a bid to unearth where the “ick factor” lies, and hopefully help marketers and businesses make consuming insects more palatable, Tunku Abdul Rahman University of Management and Technology (TAR UMT) researchers are on a mission to uncover the factors influencing consumer acceptance of insect consumption.
Dr Phuah Kit Teng, TAR UMT associate professor of Marketing, Faculty of Accountancy, Finance And Business who led the study, told StarEdu her team is aiming to provide valuable insights for companies seeking successful development and marketing of insect-based products.
Recently, TAR UMT organised bug tasting sessions featuring oven-roasted black soldier flies in the larvae to the pupal stages.
Although only 23.7% of 871 participants were curious about the taste and texture of insect-derived food and 6.9% were concerned about food safety, the younger respondents said that lowering greenhouse gas emissions and reducing resource use for traditional livestock could encourage more acceptance of insect-based food (see infographics).
There is higher acceptance of eating insects when endorsed by their close social circles, said Phuah, as compared to institutional messages.
This, she said, could be due to scepticism towards commercial motivations or a lack of personal connection with such institutions.
“The study found that environmentally conscious Gen Z were willing to consume insect-based food to mitigate environmental issues.
“Acceptance of such foods, however, was only forthcoming if it was recommended by their friends, family and peers who are perceived as trustworthy, relatable and genuine,” she said, adding that the study found that people are influenced by peer pressure, behaviours and norms of their social groups.
“If eating insects becomes a norm within a social circle, individuals are more likely to conform to that behaviour.
“When peers endorse a practice and provide positive feedback on edible insects, others are inclined to follow suit to gain social approval.
“Personal recommendations are less likely to be viewed with suspicion compared to those from commercial entities, which may be perceived as profit-driven,” Phuah said.
Social media could also significantly impact the acceptance and trendiness of consuming insects, particularly among Gen Z and Gen Y, she added. This, however, was less so for Gen X and Baby Boomers.
She noted that Gen Z respondents garnered substantial responses from their friends when they posted pictures and short videos of edible insects on social media. This, she said, led to an increase in volunteers for the study.
“Viral social media challenges can make the idea of eating insects more mainstream by normalising the practice, especially among younger, more adventurous audiences,” she said, adding that watching their friends and peers try insects on social media fosters a sense of community and encourages them to follow suit.
Frequent posts and videos about eating insects not only increase visibility but also create a shared experience, making the practice more socially acceptable, she added.
Phuah said the varsity wants to address food security in the face of a growing population.
According to a United Nations Environment Programme (Unep) report released in April last year, Malaysians wasted 8.3 million metric tonnes of food annually, with each individual contributing 259.82kg to this statistic.
In Malaysia, food waste contributes significantly to environmental degradation.
Organic waste in landfills produces methane, a potent greenhouse gas, and incineration can release harmful pollutants, she said.
“With the global population projected to reach 9.7 billion by 2050, there is increasing pressure on food production systems.
“Black soldier flies are highly efficient at converting feed into protein, reducing the overall waste compared to traditional livestock.
“Insects offer a high-protein, nutritious alternative that can be produced sustainably and at scale, helping to diversify the food supply and enhance food security,” Phuah said.
The study’s participants, she added, were more willing to eat insects if they believed that doing so would provide them with benefits.
Today’s customers are more knowledgeable about the value of the products they are purchasing, thanks to the ease of accessing information for comparison purposes, she said.
“The increased focus on health consciousness among Malaysian consumers has made perceived benefits a significant factor in purchasing decisions.
“To create a positive brand image, companies in the edible insect industry should focus on promoting the eco-friendliness and nutritional value of their products.
“Implementing a well-planned promotional strategy can help businesses establish a positive perception of edible insects among consumers, increase customer loyalty, generate interest in purchasing, change consumer spending habits, and encourage first-time buyers to try edible insects,” she concluded.
