Entomophagy (or insects eating) is seen as a new, sustainable, and promising protein alternative for consumers in Western countries. Although eating insects is not new for many cultures (e.g., Asian culture), it represents a novel and unconventional eating practice in the Western world (e.g., United States and Europe), often characterized by food taboos and by a negative advertising in the media.

Public transportation companies often classify customers into only two classes, i.e. first and second class. This segmentation largely ignores travelers’ needs and may leave heterogeneity within classes. Using a discrete choice experiment, this work investigates if the introduction of dedicated sections based on travelers’ characteristics can provide them additional value.