Kelp Wanted?! Understanding the Drivers of US Consumers’ Willingness to Buy and Their Willingness to Pay a Price Premium for Sea Vegetables

Abstract

Lifestyle changes towards sustainable and healthy diets have given rise to superfoods. Sea vegetables, which are otherwise known as edible seaweeds fall in the category of superfoods and are perceived as sustainable and ethical food options. The present study is dedicated to US consumers’ willingness to buy and their willingness to pay a price premium for sea vegetables, providing insights and best-practice recommendations for marketing managers in the US food retail and gastronomy. An online consumer survey was distributed to explore predictors explaining willingness to buy and pay a price premium. Food engagement, food attributes, consumer knowledge, and health importance were the investigated predictors covered in the survey. Descriptive statistics and partial least square structural equation modelling were used to analyze the data. Food engagement and sea vegetable intrinsic and extrinsic attributes were identified as the strongest predictors for both willingness to buy and to pay a price premium. In contrast, health importance only influenced willingness to buy, and consumer knowledge only influenced willingness to pay a price premium. By focusing on the forms of consumer behavior with high commitment and exploring and validating the factors driving these consumers’ behaviors, the study fills an important research gap.

Climate change may threaten the production of Bettelmatt cheese: environmental and regulatory challenges

“…The eight producers come together in the Bettelmatt Cheese Producersʹ Association, which was founded in 2013 to protect this exclusive production and to ensure the joint promotion of the product. Although it does not have a Protected Designation of Origin (PDO), but only a production specification, Bettelmatt is guaranteed by strict standards certified by a consortium of local breeders for the protection of the brand and deposited with the Unione Montana Alta Ossola in 2003 [3,5,6,14]. Not all the cheeses are branded, as several factors can influence the correct maturing process, first and foremost the excessively hot cellar.…”

“…This unique cheese variety has played a significant role in the local heritage of the Val dʹOssola, where it is meticulously crafted and cherished by both producers and consumers. In this context Bettelmatt cheese can be considered a "super food", foods being naturally beneficial in terms of nutrition and produced with very minimal or no technological intervention [3]. This paper delves into the rich history, production methods, culinary traditions, and legal protections surrounding Bettelmatt cheese, shedding light on the flavors and stories that make it a gastronomic delight [4,5].…”

Climate Change May Threaten the Production of Bettelmatt Cheese: Environmental and Regulatory Challenges

“…The eight producers come together in the Bettelmatt Cheese Producers' Association, which was founded in 2013 to protect this exclusive production and to ensure the joint promotion of the product. Although it does not have a Protected Designation of Origin (PDO), only a production specification, Bettelmatt is guaranteed by strict standards certified by a consortium of local breeders for the protection of the brand and deposited with the Unione Montana Alta Ossola in 2003 [3,5,6,14]. Not all cheeses are branded, as several factors can influence the correct maturing process, first and foremost, the excessively hot cellar.…”

“…This unique cheese variety has played a significant role in the local heritage of the Val d'Ossola, where it is meticulously crafted and cherished by both producers and consumers. In this context, Bettelmatt cheese can be considered a "super food", foods being naturally beneficial in terms of nutrition and produced with very minimal or no technological intervention [3]. This paper delves into the rich history, production methods, culinary traditions, and legal protections surrounding Bettelmatt cheese, shedding light on the flavors and stories that make it a gastronomic delight [4,5].…”