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Finding Nori—Understanding Key Factors Driving US Consumers’ Commitment for Sea-Vegetable Products

Author

Listed:
  • Meike Rombach

    (Department of Land Management and Systems, Lincoln University, Lincoln 7647, New Zealand)

  • Julio Botero

    (Department of Global Value Chains and Trade, Lincoln University, Lincoln 7647, New Zealand)

  • David L. Dean

    (Department of Agribusiness and Markets, Lincoln University, Lincoln 7647, New Zealand)

Abstract

The trend toward sustainable and healthy food consumption has stimulated widespread debate. US consumers demand healthy and sustainable food options and are increasingly interested in alternative proteins such as macro-algae, also known as sea-vegetables. The present study is built on the responses of an online survey aiming to explore US consumers’ commitment towards varying sea-vegetable-based products. Affordability, sustainability, taste, environmental friendliness, and health benefits, as well as product novelty and versatility, were the factors under investigation. All factors were found to be equally strong predictors for sea-vegetable product commitment. Best-practice recommendations for US food marketers and agricultural producers are also provided.

Suggested Citation

  • Meike Rombach & Julio Botero & David L. Dean, 2024. "Finding Nori—Understanding Key Factors Driving US Consumers’ Commitment for Sea-Vegetable Products," Sustainability, MDPI, vol. 16(5), pages 1-13, March.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:5:p:2107-:d:1350565
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    References listed on IDEAS

    as
    1. Caputo, Vincenzina & Lusk, Jayson L., 2022. "The Basket-Based Choice Experiment: A Method for Food Demand Policy Analysis," Food Policy, Elsevier, vol. 109(C).
    2. Wilson D. Fernandes & Filipa R. Pinto & Sónia Barroso & Maria M. Gil, 2023. "Development, Characterisation, and Consumer Acceptance of an Innovative Vegan Burger with Seaweed," Sustainability, MDPI, vol. 15(14), pages 1-14, July.
    3. Hannah Taylor & Glynn T. Tonsor & Jayson L. Lusk & Ted C. Schroeder, 2023. "Benchmarking US consumption and perceptions of beef and plant‐based proteins," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(1), pages 22-43, March.
    4. Lusk, Jayson L. & McFadden, Brandon R., . "Consumer Food Buying during a Recession," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 36(3).
    Full references (including those not matched with items on IDEAS)

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