Snack attack: Understanding predictors of New Zealand consumers’ favour and disfavour for cyanobacteria (blue-green Algae)-based crackers

Abstract

Cyanobacteria (also called blue-green algae)-based dietary supplements are commonplace, but cyanobacteria-enhanced foods, such as spirulina crackers, are just appearing on New Zealand supermarket shelves. While much research has been devoted to consumer attitudes towards macro-algae-based products, little research has been devoted to micro-algae-based or cyanobacteria-enhanced consumer products. The current study, following the Capability–Opportunity–Motivation to Behaviour theory, examines likely consumer drivers of favouring or disfavouring spirulina crackers. These drivers include food neophilia, food neophobia, perception of sustainability and health-related product attributes, involvement with algae and an exploratory driver, snacking behaviour. Fully supported drivers (related to increased favour and decreased disfavour) included food neophilia and perception of sustainability and health-related product attributes. Algae involvement was only related to increased favour, and food neophobia was not supported. Surprisingly, snacking behaviour was related to increased disfavour of spirulina crackers. Both theoretical and managerial implications are offered.