Is there a potential market for seaweed? A framed field experiment on consumer acceptance
| Author(s) | Li, Tongzhe | |
| Author(s) | Ahsanuzzaman | |
| Author(s) | Messer, Kent D. | |
| Date Accessioned | 2019-12-18T18:23:00Z | |
| Date Available | 2019-12-18T18:23:00Z | |
| Publication Date | 2019-12 | |
| Abstract | Novel foods, such as seaweed, often meet resistance in consumer markets even though their cultivation can largely benefit the environment. Therefore, research in consumer acceptance is needed before launching a novel food product into the market. We use a framed field experiment to investigate U.S. consumers’ willingness to pay (WTP) for three seaweed products – seaweed salad, kelp noodles, and a seaweed snack. The results suggest that there is a potential market for seaweed food products in the United States as 35% of participants chose to purchase at least one seaweed product. Demographic variables matter in consumers’ choices. For instance, we found a negative WTP premium for female shoppers and primary household shoppers and a positive WTP premium for individuals who had a higher level of education and who were interested in improving the healthfulness of their diets. | en_US |
| Sponsor | We thank James Geisler, Maddi Valinski, Julia Parker, Kaitlynn Ritchie, Stephen Wemple, and Jake Nelson for their research assistance. Funding support for this research came from the USDA-NIFA CONSERVE (20166800725064) project and the USDA Economic Research Service (59-6000-4-0064) through the Center for Behavioral and Experimental Agri-Environmental Research (CBEAR). | en_US |
| URL | http://udspace.udel.edu/handle/19716/24897 | |
| Publisher | Department of Applied Economics and Statistics, University of Delaware, Newark, DE. | en_US |
| Part of Series | APEC Research Reports;RR19-10 | |
| Keywords | Novel foods | en_US |
| Keywords | Seaweed | en_US |
| Keywords | Willingness to pay | en_US |
| Keywords | Framed field experiments | en_US |
| Title | Is there a potential market for seaweed? A framed field experiment on consumer acceptance | en_US |
| Type | Working Paper | en_US |