<p>The rapidly increasing population and environmental pressures highlight the urgent need for a sustainable and health-conscious protein source. Although traditional animal-based proteins significantly contribute to human nutrition, their production uses many resources and causes environmental damage. Growing health awareness, driven by concerns about the negative effects of animal diets, prompts consumers to seek alternative protein sources. Edible insects are gaining attention as a viable option due to their high nutritional value, including protein, essential amino acids, micronutrients, and their minimal ecological impact. Despite these benefits, adoption remains limited in emerging economies such as Ghana. This study investigates consumer preferences and trade-offs for using edible insect (palm weevil larvae) fortified bread as a sustainable protein alternative. Data were collected from 186 consumers in Cape Coast Metropolis through advanced discrete choice experiment methods. The findings show that bread type, nutritional content, certification, and fortification ingredients significantly influence consumer choices. Consumers preferred wheat-based bread certified by the Food and Drugs Authority, which offers high protein content and is affordable. However, consumers valued bread fortified with powder from palm weevil larvae less. Further segmentation based on social concern indicates that certification and nutrition messaging can partially reduce consumer resistance. These results highlight the importance of behavioural effects and food safety trust in encouraging sustainable protein options. The study provides valuable insights for policymakers, food innovators, and health advocates aiming to promote sustainable foods through novel protein sources, supporting progress towards sustainable development goals related to hunger, responsible consumption, and climate action.</p>