Consumer acceptance and stated willingness to pay a premium for plant- and insect-based foods in Greece: evidence from a younger-skewed sample

Abstract

The transition toward sustainable food systems has increased interest in alternative proteins as potential substitutes for conventional animal-based products. However, consumer acceptance may vary substantially depending on the protein source. This study investigates consumer acceptance and stated willingness to pay a premium for plant- and insect-based foods in Greece, using a sample strongly concentrated among younger adults. Primary data were collected through a structured questionnaire completed by 423 participants. Consumer preferences for plant- and insect-based alternatives were assessed for familiar food products, including minced meat, chocolate bars, and cottage cheese. The data were analyzed using descriptive statistics, Principal Components Analysis (PCA), Wilcoxon signed-rank tests, and multiple linear regression models. Environmental orientation was measured using the New Environmental Paradigm (NEP) scale, while previous experience with alternative proteins, willingness to try unfamiliar foods, income, education, and other relevant characteristics were examined as potential determinants of consumption intention and stated willingness to pay a premium. Participants showed significantly greater acceptance of plant-based alternatives than of insect-based alternatives across the examined food products. Insect-based foods consistently received lower consumption-intention scores, and stated willingness to pay a premium was also significantly lower for insect proteins than for plant proteins. Pro-environmental orientation, as measured by the NEP scale, was positively associated with both consumption intention and stated willingness to pay a premium. Previous experience with alternative proteins and willingness to try unfamiliar foods were positively associated with consumption intention. In contrast, stated willingness to pay a premium was mainly associated with environmental attitudes, willingness to try new foods, income, and education. The findings reveal a pronounced contrast between consumer responses to plant- and insect-based alternatives within this younger-skewed Greek sample. Plant proteins appear to face substantially lower acceptance barriers than insect proteins, even when incorporated into familiar food products. The results also demonstrate that general product acceptance and stated willingness to incur an additional financial cost are related but distinct consumer responses, with partly different determinants. These findings highlight the importance of considering both protein source and the distinction between consumption intention and stated willingness to pay when assessing the market potential of alternative protein products.