Consumer behaviour and edible insect snacks in East Africa

The integrative model of behavioural prediction

Datos Bibliográficos

ID21296576
AutoresEmmanuel Donkor (0000-0001-9279-1484, Humboldt-Universität zu Berlin), Dagmar Mithöfer (0000-0002-9347-682X, Humboldt-Universität zu Berlin)
Año2026
Páginas1-27
Fecha de publicación2026-06-22
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaBritish Food Journal (JOURNAL)
Identificadores de la revistaISSN: 0007-070X • E-ISSN: 1758-4108
EditorialEmerald (PUBLISHER)
DOI10.1108/bfj-09-2025-1244
OpenAlexW7165396264
IdiomaEN
Referencias citadas50

Purpose We investigate consumer behaviour toward sustainable insect-based foods in East Africa, with a specific focus on grasshopper and cricket snacks in Uganda and Kenya. Notably, we examine the intention–behaviour gap, exploring the factors that contribute to discrepancies between consumers’ stated intentions and their actual consumption behaviour. We further evaluate the influence of attitude, perceived norms and perceived behavioural control on consumers’ intentions to consume insect-based snacks. Additionally, we assess the role of distal factors, such as demographic characteristics and prior knowledge, in shaping consumer beliefs. Design/methodology/approach A primary dataset of 1,099 consumers (559 Uganda and 540 Kenya) collected in 2021 was analyzed. Drawing on the integrative model of behavioural prediction (IMBP), we employed a dual empirical approach, combining structural equation modelling (SEM) and binary probit regression, to investigate the predictors of consumer beliefs, intentions and actual behaviour towards insect snacks. Findings Results align with the IMBP framework but reveal differences in consumer behaviour, intentions, attitudes, perceived norms, behavioural control and beliefs across countries and products. Perceived behavioural control and attitude are the main predictors of intentions to consume insect-based snacks in both countries. Intention, in turn, positively predicts the consumption of grasshopper snacks in Kenya and Uganda, while past experience is positively associated with insect-based snack consumption in Uganda. However, perceived behavioural control and past experience negatively moderate the intention–behaviour relationship for insect-based snacks in Uganda. In contrast, environmental constraints negatively moderate the intention–behaviour relationship for grasshopper snacks in Kenya. Distal variables including demographic characteristics and prior knowledge about edible insects affect consumer beliefs. Originality/value This study is the first to comprehensively apply the integrated model of behavioural prediction (IMBP) to insect food consumption across two East African countries, providing novel insights into behavioural predictors and the intention–behaviour gap. The findings underscore the importance of targeted marketing strategies that address specific consumer beliefs to promote insect food commercialization. Additionally, incorporating taste sessions strengthens the study’s methodological rigour of the study

Affect (linguistics) · Consumer behaviour · Consumption (sociology) · Cricket · Grasshopper · Neophobia · Ordered probit · Structural equation modeling · Theory of planned behavior · Animal and Plant Science Education · Insect Utilization and Effects · Organic Food and Agriculture