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• W4309481146 abstract "Consumer acceptance is pivotal for the success of new foods, and it is therefore necessary to understand the determinants influencing consumers’ behaviour for microalgae-based food. The current study explores the influence of various factors on consumers’ attitude, purchase intention and willingness to pay for two microalgae-based products (bread and beer). An online survey with a consumer panel (N = 1,011) was conducted, and a structural equation modelling procedure was implemented. The results indicate that environmental concern and subjective norms (i.e., social norms on microalgae-based food) have significant positive effect on consumers’ attitude and purchase intentions towards microalgae-based food. Purchase intentions, attitude towards innovation in food and subjective norms positively and highly significantly impact the willingness to pay for microalgae-based food. Thus, microalgae-based food appeals to the environmentally engaged and innovative consumers. Moreover, the opinions of others play an important role in the acceptance of the microalgae-based food. This study contributes to the emerging stream of literature on microalgae-based food. Understanding which factors influence the purchase behaviour for this food is highly important for its market success. The study provides evidence-based input for practitioners in their efforts to evaluate consumer interest for microalgae-based food and develop effective marketing strategies for its further promotion." @default.
• W4309481146 created "2022-11-28" @default.
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• W4309481146 date "2022-12-01" @default.
• W4309481146 modified "2023-10-01" @default.
• W4309481146 title "Microalgae-based food: Purchase intentions and willingness to pay" @default.
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• W4309481146 doi "https://doi.org/10.1016/j.fufo.2022.100205" @default.
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