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‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae

Rochelle Embling, Louise Neilson, Tennessee Randall, Chloe Mellor, Michelle Lee Orcid Logo, Laura Wilkinson Orcid Logo

Food Quality and Preference, Volume: 100, Start page: 104613

Swansea University Authors: Rochelle Embling, Tennessee Randall, Chloe Mellor, Michelle Lee Orcid Logo, Laura Wilkinson Orcid Logo

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DOI (Published version): 10.1016/j.foodqual.2022.104613

Abstract

Edible macroalgae (i.e., ‘seaweeds’) are a nutritious and sustainable alternative to animal-based proteins. However, consumption of seaweeds in Western countries remains low, and little is known about individual drivers of acceptance. The aim of this study was to further explore the consumer accepta...

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Published in: Food Quality and Preference
ISSN: 0950-3293
Published: Elsevier BV 2022
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URI: https://cronfa.swan.ac.uk/Record/cronfa59878
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However, consumption of seaweeds in Western countries remains low, and little is known about individual drivers of acceptance. The aim of this study was to further explore the consumer acceptability of seaweed-based food products in the UK. In an online study (N = 476), participants were presented with a general description of edible seaweeds, and descriptions of seaweed-based food products (e.g., &#x2018;seaweed burger&#x2019;). Participants were asked to rate beliefs about product attributes, and reported acceptance in terms of liking, willingness to try, willingness to buy, and readiness to adopt as a meat alternative. It was predicted that positive beliefs about seaweed-based products would be significantly associated with greater acceptance, and that seaweed-based products would be more favourable than a general description of seaweeds. Supporting study hypotheses, structural equation modelling showed that positive beliefs about taste/ edibility and familiarity significantly predicted acceptance (p &lt; .01). Taste/ edibility was higher for seaweed-based products compared to a general description of seaweeds (p &lt; .001), and perceiving foods to be tasty and familiar mediated the negative effect of food neophobia on consumer acceptance (p &lt; .05). Other product beliefs &#x2013; including cost, healthiness, and sustainability &#x2013; were relatively poor predictors of acceptance (p &gt; .05). These results support the consumer acceptance of seaweeds, and identify scope for utilising specific attributes of seaweeds (as drivers of acceptance) in future product development.</abstract><type>Journal Article</type><journal>Food Quality and Preference</journal><volume>100</volume><journalNumber/><paginationStart>104613</paginationStart><paginationEnd/><publisher>Elsevier BV</publisher><placeOfPublication/><isbnPrint/><isbnElectronic/><issnPrint>0950-3293</issnPrint><issnElectronic/><keywords>consumer acceptance, algae, seaweeds, meat substitute, plant-based, consumer perception</keywords><publishedDay>1</publishedDay><publishedMonth>9</publishedMonth><publishedYear>2022</publishedYear><publishedDate>2022-09-01</publishedDate><doi>10.1016/j.foodqual.2022.104613</doi><url/><notes/><college>COLLEGE NANME</college><department>Psychology</department><CollegeCode>COLLEGE CODE</CollegeCode><DepartmentCode>HPS</DepartmentCode><institution>Swansea University</institution><apcterm>SU Library paid the OA fee (TA Institutional Deal)</apcterm><funders>This work was supported by the Economic and Social Research Council [grant number ES/V502200/1: ESRC IAA/DTP NPIF ABC]. RE also receives funding from the ESRC Wales Doctoral Training Partnership, Project Reference: ES/P00069X/1, Studentship 1947139. 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spelling 2022-09-05T13:03:06.7787139 v2 59878 2022-04-19 ‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae ebe50ef830ed9bc9aacf76cb791f898f Rochelle Embling Rochelle Embling true false 6edae92354db8bbde9da1b5599af0666 Tennessee Randall Tennessee Randall true false 2f4547938a17a5f2fcecc30b082962d8 Chloe Mellor Chloe Mellor true false 503d8657d47c066ada31f344b030c352 0000-0002-1291-5895 Michelle Lee Michelle Lee true false 07aeb47532af5a8421686d4f22f4a226 0000-0002-8093-0843 Laura Wilkinson Laura Wilkinson true false 2022-04-19 HPS Edible macroalgae (i.e., ‘seaweeds’) are a nutritious and sustainable alternative to animal-based proteins. However, consumption of seaweeds in Western countries remains low, and little is known about individual drivers of acceptance. The aim of this study was to further explore the consumer acceptability of seaweed-based food products in the UK. In an online study (N = 476), participants were presented with a general description of edible seaweeds, and descriptions of seaweed-based food products (e.g., ‘seaweed burger’). Participants were asked to rate beliefs about product attributes, and reported acceptance in terms of liking, willingness to try, willingness to buy, and readiness to adopt as a meat alternative. It was predicted that positive beliefs about seaweed-based products would be significantly associated with greater acceptance, and that seaweed-based products would be more favourable than a general description of seaweeds. Supporting study hypotheses, structural equation modelling showed that positive beliefs about taste/ edibility and familiarity significantly predicted acceptance (p < .01). Taste/ edibility was higher for seaweed-based products compared to a general description of seaweeds (p < .001), and perceiving foods to be tasty and familiar mediated the negative effect of food neophobia on consumer acceptance (p < .05). Other product beliefs – including cost, healthiness, and sustainability – were relatively poor predictors of acceptance (p > .05). These results support the consumer acceptance of seaweeds, and identify scope for utilising specific attributes of seaweeds (as drivers of acceptance) in future product development. Journal Article Food Quality and Preference 100 104613 Elsevier BV 0950-3293 consumer acceptance, algae, seaweeds, meat substitute, plant-based, consumer perception 1 9 2022 2022-09-01 10.1016/j.foodqual.2022.104613 COLLEGE NANME Psychology COLLEGE CODE HPS Swansea University SU Library paid the OA fee (TA Institutional Deal) This work was supported by the Economic and Social Research Council [grant number ES/V502200/1: ESRC IAA/DTP NPIF ABC]. RE also receives funding from the ESRC Wales Doctoral Training Partnership, Project Reference: ES/P00069X/1, Studentship 1947139. TR also receives funding from the ESRC Wales Doctoral Training Partnership, Project Reference: ES/P00069X/1, Studentship 2570975. 2022-09-05T13:03:06.7787139 2022-04-19T12:11:09.1572360 Faculty of Medicine, Health and Life Sciences School of Psychology Rochelle Embling 1 Louise Neilson 2 Tennessee Randall 3 Chloe Mellor 4 Michelle Lee 0000-0002-1291-5895 5 Laura Wilkinson 0000-0002-8093-0843 6 59878__23990__c910763c05ff46e6aaf6556bf221aa8e.pdf 59878.pdf 2022-05-05T12:21:58.1505713 Output 785598 application/pdf Version of Record true © 2022 The Authors. This is an open access article under the CC BY license true eng http://creativecommons.org/licenses/by/4.0/
title ‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae
spellingShingle ‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae
Rochelle Embling
Tennessee Randall
Chloe Mellor
Michelle Lee
Laura Wilkinson
title_short ‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae
title_full ‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae
title_fullStr ‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae
title_full_unstemmed ‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae
title_sort ‘Edible seaweeds’ as an alternative to animal-based proteins in the UK: Identifying product beliefs and consumer traits as drivers of consumer acceptability for macroalgae
author_id_str_mv ebe50ef830ed9bc9aacf76cb791f898f
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503d8657d47c066ada31f344b030c352
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author_id_fullname_str_mv ebe50ef830ed9bc9aacf76cb791f898f_***_Rochelle Embling
6edae92354db8bbde9da1b5599af0666_***_Tennessee Randall
2f4547938a17a5f2fcecc30b082962d8_***_Chloe Mellor
503d8657d47c066ada31f344b030c352_***_Michelle Lee
07aeb47532af5a8421686d4f22f4a226_***_Laura Wilkinson
author Rochelle Embling
Tennessee Randall
Chloe Mellor
Michelle Lee
Laura Wilkinson
author2 Rochelle Embling
Louise Neilson
Tennessee Randall
Chloe Mellor
Michelle Lee
Laura Wilkinson
format Journal article
container_title Food Quality and Preference
container_volume 100
container_start_page 104613
publishDate 2022
institution Swansea University
issn 0950-3293
doi_str_mv 10.1016/j.foodqual.2022.104613
publisher Elsevier BV
college_str Faculty of Medicine, Health and Life Sciences
hierarchytype
hierarchy_top_id facultyofmedicinehealthandlifesciences
hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
document_store_str 1
active_str 0
description Edible macroalgae (i.e., ‘seaweeds’) are a nutritious and sustainable alternative to animal-based proteins. However, consumption of seaweeds in Western countries remains low, and little is known about individual drivers of acceptance. The aim of this study was to further explore the consumer acceptability of seaweed-based food products in the UK. In an online study (N = 476), participants were presented with a general description of edible seaweeds, and descriptions of seaweed-based food products (e.g., ‘seaweed burger’). Participants were asked to rate beliefs about product attributes, and reported acceptance in terms of liking, willingness to try, willingness to buy, and readiness to adopt as a meat alternative. It was predicted that positive beliefs about seaweed-based products would be significantly associated with greater acceptance, and that seaweed-based products would be more favourable than a general description of seaweeds. Supporting study hypotheses, structural equation modelling showed that positive beliefs about taste/ edibility and familiarity significantly predicted acceptance (p < .01). Taste/ edibility was higher for seaweed-based products compared to a general description of seaweeds (p < .001), and perceiving foods to be tasty and familiar mediated the negative effect of food neophobia on consumer acceptance (p < .05). Other product beliefs – including cost, healthiness, and sustainability – were relatively poor predictors of acceptance (p > .05). These results support the consumer acceptance of seaweeds, and identify scope for utilising specific attributes of seaweeds (as drivers of acceptance) in future product development.
published_date 2022-09-01T04:17:31Z
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