Li, TongzheAhsanuzzamanMesser, Kent D.2019-12-182019-12-182019-12http://udspace.udel.edu/handle/19716/24897Novel 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.Novel foodsSeaweedWillingness to payFramed field experimentsWorking Paper