Due to the environmental and nutritional benefits of insects, their consumption would be one of the solutions to feed the growing human population. Despite the increasing interest in the use of insects as food and feed, consumer acceptance is the major obstacle to successful implementation in Western countries and we studied the factors that influence consumer acceptance in a group of university students from Germany and the Netherlands. In this exploratory research, a survey was conducted (n = 222). Socio‐demographic and psychological factors were established from a theoretical review. In addition, we elaborated on questions regarding information on the health and environmental benefits of consuming insects. Initially, the data obtained are presented through descriptive statistics. The influence of the socio‐demographic and psychological factors, and the information on the willingness to accept insects as animal feed and human food was analyzed using correlations and multiple linear regressions. Results showed more willingness to accept insects as animal feed than in human food. The acceptance among German and Dutch students seems to be driven by issues similar to those in other European countries, such as visual aspects and knowledge about the benefits. The effect of the information on willingness constitutes an important finding of this study, especially for the use of insects in animal feed, since most of the previous studies have focused on the use of insects as human food. Our data support the need to inform and educate consumers about the environmental and health benefits of entomophagy. We conclude that effective efforts to implement entomophagy could increase the level of familiarity with the insect food and inform (or educate) consumers about its benefits. Insights from this study are useful to address studies focusing on specific segments of possible early adopters and consequently addressing communication strategies in this market segmentation.
Due to the environmental and nutritional benefits of insects, their consumption would be one of the solutions to feed the growing human population. Despite the increasing interest in the use of insects as food and feed, consumer acceptance is the major obstacle to successful implementation in Western countries and we studied the factors that influence consumer acceptance in a group of university students from Germany and the Netherlands. In this exploratory research, a survey was conducted (n = 222). Socio‐demographic and psychological factors were established from a theoretical review. In addition, we elaborated on questions regarding information on the health and environmental benefits of consuming insects. Initially, the data obtained are presented through descriptive statistics. The influence of the socio‐demographic and psychological factors, and the information on the willingness to accept insects as animal feed and human food was analyzed using correlations and multiple linear regressions. Results showed more willingness to accept insects as animal feed than in human food. The acceptance among German and Dutch students seems to be driven by issues similar to those in other European countries, such as visual aspects and knowledge about the benefits. The effect of the information on willingness constitutes an important finding of this study, especially for the use of insects in animal feed, since most of the previous studies have focused on the use of insects as human food. Our data support the need to inform and educate consumers about the environmental and health benefits of entomophagy. We conclude that effective efforts to implement entomophagy could increase the level of familiarity with the insect food and inform (or educate) consumers about its benefits. Insights from this study are useful to address studies focusing on specific segments of possible early adopters and consequently addressing communication strategies in this market segmentation.
This article delves into the acceptance of autonomous driving within society and its implications for the automotive insurance sector. The research encompasses two different studies conducted with meticulous analysis. The first study involves over 600 participants involved with the automotive industry who have not yet had the opportunity to experience autonomous driving technology. It primarily centers on the adaptation of insurance products to align with the imminent implementation of this technology. The second study is directed at individuals who have had the opportunity to test an autonomous driving platform first-hand. Specifically, it examines users’ experiences after conducting test drives on public roads using an autonomous research platform jointly developed by MAPFRE, Universidad Carlos III de Madrid, and Universidad Politécnica de Madrid. The study conducted demonstrates that the user acceptance of autonomous driving technology significantly increases after firsthand experience with a real autonomous car. This finding underscores the importance of bringing autonomous driving technology closer to end-users in order to improve societal perception. Furthermore, the results provide valuable insights for industry stakeholders seeking to navigate the market as autonomous driving technology slowly becomes an integral part of commercial vehicles. The findings reveal that a substantial majority (96% of the surveyed individuals) believe that autonomous vehicles will still require insurance. Additionally, 90% of respondents express the opinion that policies for autonomous vehicles should be as affordable or even cheaper than those for traditional vehicles. This suggests that people may not be fully aware of the significant costs associated with the systems enabling autonomous driving when considering their insurance needs, which puts the spotlight back on the importance of bringing this technology closer to the general public.
Craft your own audience: How can a technology-driven company use online gaming communities, like Minecraft, to reach and engage a young audience? This project creates a context in which reality is simulated, by having students work together for a real client in an international context. In this project we explore innovative ways in which Samsung can engage younger audiences through Minecraft, the world's best-selling game with almost 140 million monthly players (2023). This project is focused on on educating, researching and developing playable prototypes within Minecraft that demonstrate how online gaming communities can be used to connect technology companies with a new generation of users. Societal issueInclusion of different ages around technology literacy and education (21st century skills).Benefit to societyGlobal inclusive community around education and R&D, higher cultural awareness.Collaborative partnersManchester Metropolitan University; Samsung Benelux.
