Sustainable Protein in the Food Chain: A Five-Country Study on Consumer Preferences for Insect-Fed Animal Products

This study addresses consumer acceptance of animal products derived from insect-based feed, within the broader context of the growing interest in insects as a sustainable com- ponent of agri-food systems. Over recent years, insects have been evaluated for their role in food and feed chains due to high feed-conversion efficiency, low greenhouse gas emissions, and ability to valorize organic by-products, a key innovation for livestock pro- duction sustainability. The aim of this research was to analyze consumer preferences and willingness to pay for insect-fed fish, chicken, pork, and eggs, and to assess how product type, country context, and information provision influence purchasing behavior. The study applies the Contingent Valuation Method with randomized information treatments in a multi-country survey conducted in China, Mexico, Italy, Belgium, and the United States, us- ing local currencies to capture realistic valuations. While results are discussed, the primary contribution lies in highlighting cross-country differences in consumer perceptions, the importance of transparency and information on feed practices, and the role of communica- tion in supporting the market integration of insect-based feed. Overall, the study provides valuable insights for policymakers and stakeholders seeking to support sustainable feed innovations and facilitate the transition toward more resilient and environmentally friendly food systems.