‘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

Edible macroalgae (i.e., ‘seaweeds’) are a nutritious and sustainable alternative to animal-based proteins. However, consumption of seaweeds in Western countries remains low, little is known about individual drivers acceptance. The aim this study was further explore the consumer acceptability seaweed-based food products UK. In an online (N = 476), participants were presented with general description edible seaweeds, descriptions (e.g., ‘seaweed burger’). Participants asked rate beliefs product attributes, reported acceptance terms liking, willingness try, buy, readiness adopt as meat alternative. It predicted that positive would be significantly associated greater acceptance, more favourable than seaweeds. Supporting hypotheses, structural equation modelling showed taste/ edibility familiarity (p <.01). Taste/ higher for compared <.001), perceiving foods tasty familiar mediated negative effect neophobia on <.05). Other – including cost, healthiness, sustainability relatively poor predictors >.05). These results support identify scope utilising specific attributes (as acceptance) future development.