The influence of consumer characteristics on the acceptance of new seaweed food products

This paper examines the factors that influence the acceptance of the new products. 304 participants from ages 16 and above were each given a sample of seaweed cake, seaweed chocolate, seaweed crackers and seaweed biscuits to taste. Data on consumers’ characteristics and consumers’ willingness to accept these products were collected through a selfadministered questionnaire. The study shows that consumers’ characteristics play a significant role in the food choice. Beliefs the consumers hold about the outcome of accepting the new food products will strongly affect his/her acceptance of the new seaweed food products.