Microalgae-based food: purchase intentions and willingness to pay
Open accessAbstract
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.
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The predominance of a 'child-like palate' in contemporary food choices, where simple, sweet, or culturally established flavors are preferred over new or more complex sensory profiles, partly explains consumer resistance.
“This behavior partly reflects the predominance of a “child-like palate” in contemporary food choices, where simple, sweet, or culturally established flavors are preferred over new or more complex sensory profiles.”
From Microalgae biotechnology and its role in sustainable and healthy food design (2025) · cites this paper as Maehle and Skjeret, 2022
The Introduction and Conclusion link resistance to microalgae-based food with concerns about taste and other sensory characteristics. They do not describe a predominant “child-like palate” or a preference for simple, sweet, or culturally established flavors over complex ones. The paper also reports that food neophobia had a positive, rather than negative, association with attitudes toward microalgae-based food. (LLM, conf=0.84)
Experimental — accuracy not yet measuredMany consumers tend to prioritize foods that provide immediate and tangible benefits while resisting changes that require adaptations in taste.
“As a still relatively unfamiliar ingredient, many consumers tend to prioritize foods that provide immediate and tangible benefits, while resisting changes that require adaptations in taste.”
From Microalgae biotechnology and its role in sustainable and healthy food design (2025) · cites this paper as Maehle and Skjeret, 2022
It is challenging to convince consumers to forgo established attributes, especially taste, even when socially desirable advantages such as greater sustainability are present.
“Consequently, it becomes particularly challenging to convince consumers to forgo established attributes—especially taste—even when socially desirable advantages, such as greater sustainability, are present (Lafarga et al., 2021; Maehle and Skjeret, 2022).”
From Microalgae biotechnology and its role in sustainable and healthy food design (2025) · cites this paper as Maehle and Skjeret, 2022
Everyday foods such as bakery products and fermented alcoholic beverages like beer may serve as strategic vehicles to introduce microalgae into the diet, particularly attracting environmentally conscious and innovation-oriented consumers, though this remains a developing niche.
“studies suggest that everyday foods, such as bakery products and fermented alcoholic beverages like beer, may serve as strategic vehicles to introduce microalgae into the diet, particularly attracting environmentally conscious and innovation-oriented consumers, although this still represents a developing niche (Maehle and Skjeret, 2022).”
From Microalgae biotechnology and its role in sustainable and healthy food design (2025) · cites this paper as Maehle and Skjeret, 2022
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References 56 · Cited by 46
Research works printed but not linked: 3
- Crane, A., Matten, D., 2004. Business Ethics: A European Perspective. Oxford University Press, Oxford .
- Dunlap, R.E., Van Liere, K.D., Mertig, A.G., Jones, R.E., 2000. Measuring endorsement of the new eco-logical paradigm: a revised NEP scale. J. Soc. Issues 56 (3), 425-442 .
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- Authors
- Maehle, N., & Skjeret, F.
- Affiliations
- Norwegian School of Economics (NO)
- Venue
- Future Foods
- Publisher
- Elsevier BV
- Published
- 2022-12
- Volume
- 6
- Pages
- 100205
- ISSN
- 2666-8335 (ISSN-L)
- OpenAlex
- W4309481146
- Cited by
- 46
- References
- 56
- Citations by year
- 2026: 8 · 2025: 17 · 2024: 16 · 2023: 5
- FWCI
- 8.40
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Future Foods (publishedVersion, cc-by)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- NORA - Norwegian Open Research Archives (submittedVersion, cc-by)
- Funders
- Norges Forskningsråd (267,872)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Keywords
- consumer acceptance, purchase intention, willingness to pay, consumer attitudes, environmental concern, subjective norms, consumer behavior, sustainable food marketing
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