Finding nori—Understanding key factors driving US consumers’ commitment for sea-vegetable products

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.