Microalgae-based food: Purchase intentions and willingness to pay

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.