Title : "From ocean to table”: Factors shaping New Zealanders’ appetite for seaweed-based products
Abstract:
Over the past decade, seaweed consumption has gained significant attention in New Zealand’s food culture, largely due to the nutritional value of seaweed-based products. Rich in vitamins, minerals, and iodine, seaweed supports health and wellness. Additionally, it promotes sustainability, as seaweed farming absorbs carbon, improves water quality, and supports marine ecosystems, aligning with New Zealand’s commitment to eco-friendly food sources. Despite this, consumer behaviour toward seaweed-based products in New Zealand and other Australasian countries remains poorly understood. This study examines a sample representative of the New Zealand population in age, gender, and income, based on the most recent census. Using descriptive statistics and partial least squares structural equation modelling, the study explores consumers’ preferences and aversions to seaweed-based soups. Findings indicate that social impact and food neophobia were the strongest predictors of product liking, while food neophobia was the leading factor for disliking. Surprisingly, food involvement was not a significant predictor of disliking. The research offers practical recommendations for food marketers in retail and gastronomy.
