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The Impact of Consumer Characteristics, Product Attributes, and Food Type on Polish University Students’ Willingness to Pay More for Sustainable Insect-Based Foods

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  • Anna Platta

    (Faculty of Management and Quality Science, Gdynia Maritime University, 81-87 Morska Street, 81-225 Gdynia, Poland)

  • Anna Mikulec

    (Faculty of Engineering Sciences, University of Applied Science in Nowy Sacz, 1A Zamenhofa Street, 33-300 Nowy Sacz, Poland)

  • Monika Radzymińska

    (Faculty of Economic Sciences, Institute of Management Science and Quality, University of Warmia and Mazury in Olsztyn, 4 Oczapowskiego Street, 10-719 Olsztyn, Poland)

  • Karolina Mikulec

    (Graduate of the Warsaw School of Economics, 162 Niepodległości Avenue, 02-554 Warsaw, Poland)

  • Stanisław Kowalski

    (Department of Carbohydrate Technology and Cereal Processing, Faculty of Food Technology, University of Agriculture in Krakow, 122 Balicka Street, 30-149 Krakow, Poland)

Abstract

As part of urban sustainable food strategies, reducing land and emission footprints motivates interest in edible insects (EI) as a sustainable protein source. However, research on the determinants of young consumers’ acceptance and willingness to pay for insect-based foods in Central and Eastern Europe remains limited. This study assessed whether Polish students are willing to pay more for foods containing EI when production is environmentally friendly. The analysis focused on identifying socio-demographic and product-related factors influencing willingness to pay a higher price. Data were collected in November 2023 through a nationwide Computer-Assisted Web Interview (CAWI) conducted via Google Forms among 947 Polish university students. A logistic regression model was applied to determine socio-demographic predictors, while exploratory factor analysis was used to identify latent dimensions of product attributes and food categories. Results revealed that gender and place of residence significantly affected willingness to pay, with women and urban residents showing higher readiness. Attributes related to convenience, availability, sensory appeal, health and nutrition claims, and CO 2 reduction benefits were the strongest positive correlates. The findings suggest pragmatic pathways for introducing insect-based foods into sustainable urban food systems and highlight the role of education in fostering environmentally responsible consumer behavior.

Suggested Citation

  • Anna Platta & Anna Mikulec & Monika Radzymińska & Karolina Mikulec & Stanisław Kowalski, 2025. "The Impact of Consumer Characteristics, Product Attributes, and Food Type on Polish University Students’ Willingness to Pay More for Sustainable Insect-Based Foods," Sustainability, MDPI, vol. 17(21), pages 1-16, October.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:21:p:9463-:d:1778935
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    References listed on IDEAS

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