dc.contributor.author | Mæhle, Natalia | |
dc.contributor.author | Skjeret, Frode Andre | |
dc.date.accessioned | 2023-03-09T11:53:57Z | |
dc.date.available | 2023-03-09T11:53:57Z | |
dc.date.created | 2022-11-24T14:38:21Z | |
dc.date.issued | 2022 | |
dc.identifier.issn | 2666-8335 | |
dc.identifier.uri | https://hdl.handle.net/11250/3057334 | |
dc.description.abstract | Consumer acceptance is pivotal for the success of new foods, and it is therefore necessary to understand the determinants influencing consumers’ behaviour for microalgae-based food. The current study explores the influence of various factors on consumers’ attitude, purchase intention and willingness to pay for two microalgae-based products (bread and beer). An online survey with a consumer panel (N = 1,011) was conducted, and a structural equation modelling procedure was implemented. The results indicate that environmental concern and subjective norms (i.e., social norms on microalgae-based food) have significant positive effect on consumers’ attitude and purchase intentions towards microalgae-based food. Purchase intentions, attitude towards innovation in food and subjective norms positively and highly significantly impact the willingness to pay for microalgae-based food. Thus, microalgae-based food appeals to the environmentally engaged and innovative consumers. Moreover, the opinions of others play an important role in the acceptance of the microalgae-based food. This study contributes to the emerging stream of literature on microalgae-based food. Understanding which factors influence the purchase behaviour for this food is highly important for its market success. The study provides evidence-based input for practitioners in their efforts to evaluate consumer interest for microalgae-based food and develop effective marketing strategies for its further promotion. | en_US |
dc.language.iso | eng | en_US |
dc.publisher | Elsevier | en_US |
dc.rights | Navngivelse 4.0 Internasjonal | * |
dc.rights.uri | http://creativecommons.org/licenses/by/4.0/deed.no | * |
dc.title | Microalgae-Based Food: Purchase Intentions and Willingness to Pay | en_US |
dc.type | Peer reviewed | en_US |
dc.type | Journal article | en_US |
dc.description.version | publishedVersion | en_US |
dc.rights.holder | © 2022 The Authors | en_US |
dc.source.volume | 6 | en_US |
dc.source.journal | Future Foods | en_US |
dc.identifier.doi | 10.1016/j.fufo.2022.100205 | |
dc.identifier.cristin | 2080253 | |
dc.relation.project | Norges forskningsråd: 267872 | en_US |
dc.source.articlenumber | 100205 | en_US |
cristin.ispublished | true | |
cristin.fulltext | original | |
cristin.qualitycode | 1 | |