Consumers’ willingness-to-buy pasta with microalgae proteins–which label can promote sales?
Open accessAbstract
As the world population grows, the demand for protein-rich foods increases. Food manufacturers are looking for new sources of protein, such as microalgae, to meet this increasing demand. Since this type of protein is still relatively unknown among consumers, it is relevant to determine consumers' willingness to pay for foods with microalgae proteins. Moreover, there is more interest in front-of-pack labels nowadays and the potential impact of front-of-pack sustainability labels on willingness to pay for foods containing microalgae proteins is largely unknown. Data were collected through a quantitative online survey (n = 3027) including a discrete choice experiment (DCE) in the Netherlands, Germany, Hungary, Spain, and Italy. Willingness to pay for front-of-pack labels on pasta with microalgae proteins – the focal product concept of this study – was investigated using a discrete choice experiment followed by estimation with a random parameter logit model. Respondents were removed from the total sample because of their opting out reason, leaving a sample of 2880 respondents whose data were used in the DCE-analysis. Respondents who opted out of the DCE for various reasons were not included in the DCE-analysis, leaving a sample of 2880 respondents. Respondents were willing to pay the most for an organic label, followed by the Nutri-Score label, and the vegan label on pasta with microalgae proteins. The resulting policy implications show how labelling with the Nutri-Score, organic label or vegan label can contribute to a more nutritious and sustainable diet.
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Reviews and discrete choice studies also indicate that acceptance is still conditional, presenting marked differences between countries and market segments.
“Reviews and discrete choice studies also indicate that acceptance is still conditional, presenting marked differences between countries and market segments (Van der Stricht et al., 2023; Olsen et al., 2024; Hung et al., 2023).”
From Microalgae biotechnology and its role in sustainable and healthy food design (2025) · cites this paper as Van der Stricht et al., 2023
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Steur, H. D., Ammann, J., & Schouteten, J. J. (2024) · Food Quality and Preference · doi:10.1016/j.foodqual.2024.105156 · Cited by 5 · see citing works
Zhao, Y., Sui, J., Cui, Y., Zeng, M., Wu, H., Feng, G., & Lu, X. (2025) · Fermentation · doi:10.3390/fermentation11080462 · Cited by 4 · see citing works
Baune, M., Fanari, F., Lickert, T., Schilling, F., Claret, A., Guerrero, L., Bindrich, U., Heinz, V., & Terjung, N. (2025) · Applied Sciences · doi:10.3390/app15031639 · Cited by 3 · see citing works
Advancing sustainability: Microalgae biofuels in the circular bioeconomy
Deepika, C. (2025) · Elsevier eBooks · doi:10.1016/b978-0-443-24110-9.00023-2 · Cited by 4 · see citing works
Wang, Z., Park, J., Nguyen, M., & Yuan, Y. (2026) · Food Quality and Preference · doi:10.1016/j.foodqual.2026.105912 · Cited by 2 · see citing works
Protein and amino acid production in algal bioreactors
Lafarga, T., Sánchez‐Zurano, A., Villaró, S., & Gouveia, L. (2024) · Elsevier eBooks · doi:10.1016/b978-0-443-14058-7.00032-4 · Cited by 1 · see citing works
Yang, M., Min, S., & Nguyễn, T. T. (2025) · Frontiers in Nutrition · doi:10.3389/fnut.2025.1563341 · Cited by 1 · see citing works
Regulatory key points on microalgae-based food products
de Medeiros, V. P. B., Silva, F. A., Pontes, E., Pimentel, T. C., & Magnani, M. (2025) · Elsevier eBooks · doi:10.1016/b978-0-443-22080-7.00014-4 · Cited by 1 · see citing works
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Designing the Future of Food: Challenges to Innovation in Microalgae‐Derived Blue Protein Systems
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Functional Foods and Protein Supplementation
Kuesten, C. L., & Hu, C. (2024) · Springer eBooks · doi:10.1007/978-3-319-75388-1_175-2
The impact of Nutri-Score on elderly consumers’ perceptions
Volpe, V., Lombardi, A., & Vecchio, R. (2025) · Food Policy · doi:10.1016/j.foodpol.2025.103007
From Packaging to Posts: Multimodal Marketing Strategies for Alternative Proteins in Germany
Dietze, L., Germelmann, C. C., & Bartelmeß, T. (2025) · Journal of Food Products Marketing · doi:10.1080/10454446.2025.2595012
Microalgae Pigments in Foodstuffs: Food Innovations Appealing to the Social Acceptance of Consumers?
Cáceres-Ferroni, F., & Lafarga, T. (2026) · Springer eBooks · doi:10.1007/978-3-032-05253-7_4
- Authors
- Van der Stricht, H., Profeta, A., Hung, Y., & Verbeke, W.
- Affiliations
- Ghent University (BE)
- Corresponding author
- Profeta, Adriano
- Hung, Yung
- Verbeke, Wim
- Venue
- Food Quality and Preference
- Publisher
- Elsevier BV
- Published
- 2023-08
- Volume
- 110
- Pages
- 104948
- ISSN
- 0950-3293 (ISSN-L)
- OpenAlex
- W4384938641
- Cited by
- 33
- References
- 79
- Citations by year
- 2026: 7 · 2025: 12 · 2024: 11 · 2023: 3
- FWCI
- 8.47
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Food Quality and Preference (publishedVersion, cc-by)
- Ghent University Academic Bibliography (Ghent University) (submittedVersion, cc-by)
- Zenodo (CERN European Organization for Nuclear Research) (submittedVersion, cc-by-nc-nd)
- Funders
- Horizon 2020 (862980)
- Horizon 2020 Framework Programme
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Economic and Environmental Valuation
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Keywords
- microalgal proteins, pasta, willingness to pay, front-of-pack labeling, sustainability labels, Nutri-Score, organic labeling, consumer preferences, plant proteins, sustainable diets, food labeling policy
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