While insects provide a source of high quality protein that can be more sustainably produced than conventional meats, the lack of consumer acceptance remains a major obstacle. This thesis investigated what determines the consumer acceptance of culturally unusual foods like insects, thereby revealing the complexities of introducing a new class of food that bears negative associations. Apart from addressing the psychological factors, the roles of culture, taste and the product characteristics in determining a food’s acceptability were explored. Findings showed that even though consumers may be curious to try and could quickly learn to appreciate the taste of a new food, it is much more difficult to overcome their deeply ingrained attitudes and to establish regular consumption of a culturally inappropriate food. In light of the findings of this thesis, the viability and potential impact of current efforts to encourage the eating of insects are critically questioned.