Is There a Potential US Market for Seaweed-Based Products? A Framed Field Experiment on Consumer Acceptance

Tongzhe Li, Ahsanuzzaman Ahsanuzzaman and Kent Messer ()

Marine Resource Economics, 2021, vol. 36, issue 3, 255 - 268

Abstract: Consumers often resist trying novel foods such as seaweed even though their cultivation can provide substantial benefits to the environment. Therefore, research in consumer acceptance is needed before launching a novel food product in the market. We conduct a framed field experiment with adult consumers to investigate US consumers’ willingness to pay (WTP) for three seaweed products: seaweed salad, kelp noodles, and a seaweed snack. The results suggest that there is a potential market for seaweed food products in the United States, as 35% of participants chose to purchase at least one seaweed product. Demographic variables matter in consumers’ choices. For instance, we find a negative WTP premium for female shoppers and primary household shoppers and a positive WTP premium for individuals who had a higher level of education and who were interested in improving the healthfulness of their diets.

Date: 2021
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