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This study investigated the influence of traditional insect food culture on the acceptance of novel insect foods by comparing a sample from the Kanto area (N = 485) as representative of the Japanese population, and a sample from Nagano Prefecture (N = 198), where entomophagy remains relatively commonly practiced. More than half of the Japanese participants had insect-eating experience (52.0% in the Kanto area, 81.8% in Nagano); however, among them, less than half were currently willing to eat insect foods. Furthermore, when questioned about the dietary substitution of meat and fish with insects, only 7.0% in the Kanto area and 15.7% in Nagano answered positively. Although the regions with a strong insect culture had a higher percentage of people who accepted traditional insect foods, the percentage of people who accepted novel insect foods was not significantly different between the two regions. Results of the regression analysis suggested that food neophobia and food technology neophobia have relatively positive impacts on willingness to eat novel insect foods in Nagano. However, concerns about the taste of insects owing to the experience of eating traditional insect foods counteracted this effect, indicating both positive and negative effects of tradition. Regression analysis of willingness-to-eat and willingness-to-substitute for edible insects suggested that the key to getting people to incorporate insects into their diets is not only to create awareness of the relationship between using insect foods and environmental conservation, but also to dispel concerns about the hygiene of insect foods and develop insect foods with a taste as good as that of meat and fish. [ABSTRACT FROM AUTHOR]