The purpose of this paper is to contribute on the market research of entomophagy as food security and sustainable food choices are becoming of growing importance on an international wide basis. As of January 2018, the EU has allowed insect-based food to be imported and sold for commercial purposes within its markets, thus opening for a new product category companies can create products for. European countries are composed by different cultures but are often subject to the same legalization, cooperation on trade, and often viewed by other countries as a driver of global change. By examining European attitudes and motivations towards insect-based products, a segmentation analysis can be carried out to distinguish between different compositions of motivations towards insect-based food. Environment, health, novelty and taste aspects were found to be different motivations through one-on-one interviews and therefore chosen to be measured in a quantitative survey. Data analysis suggested four segments on which three segments could be targeted as the motivation aspects had a positive factor toward overall attitude on insect-based food. The fourth segment does not seem to be influenced by the measured motivations and is subject for further research. Identifying the different motivations of each segment can be beneficial in terms of creating and communicating the correct and appropriate marketing messages. This thesis strives to answer the question on how entomophagy can be successfully introduced in the European market, by the analysis of underlying motivations for attitudes.

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