Neophobia and Seaweed Consumption: Effects on Consumer Attitude and Willingness to Consume Seaweed

Abstract

[Abstract] Neophobia has become an increasingly researched phenomenon given its importance on the evaluation and acceptance of new products such as seaweeds, especially in a country where these products are not a part of the culinary tradition, for example, Spain. Seaweed is a form of algae, a nutritional and healthy product. Studies have investigated not only the influence of neophobia on the satisfaction and intention to consume seaweed, but also on its impact on the evaluation of the seaweed’s credence attributes such as health benefits. Previous research has concluded that consumers who are willing to consume novel products, like cooking and also demand elements of modernity and naturalness in their food. Considering this finding, a convenience sample comprising attendees of cooking workshops and young consumers was selected. Participants were evaluated about their opinion and attitude toward seaweed as food item, credibility of chefs, and the Food Neophobia Scale (FNS) prior to the tests. After the seaweed tasting, consumers were asked about their feedback and willingness to consume seaweed again. The results confirm that neophobia affects the intention to consume algae. However, consumer assessments of the credence attributes and confidence in the cues sent out by chefs regarding seaweed-based dishes are not influenced by neophobia. Hence, promotion of credence attributes such as health and natural properties of algae should be used to engage consumers potentially interested in new experiences. Simultaneously, the use of credible cues from chefs also represents an excellent way to increase consumer confidence and surpass the barrier created by neophobia.