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August 20, 2025BeveragesOpen Access

A Rising Tide of Green: Unpacking Predictors of New Zealand Consumers’ Willingness to Drink, Pay a Price Premium, and Promote Micro-Algae-Based Beverages

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Online survey assesses willingness to drink and endorse micro-algae beverages in New Zealand, highlighting consumer preferences and challenges.

Consumers show a strong willingness to drink micro-algae beverages, with food neophilia being a significant driver of interest.
Online survey collected 437 responses, capturing insights on preferences towards price premiums and promotions of these beverages.
This observational analysis reveals food neophobia as a barrier to drinking choices, but not to pricing or word-of-mouth marketing.
The findings suggest a need for tailored marketing strategies that address consumer attitudes toward novel ingredients like micro-algae.

Rombach et al. (2025) studied this question.

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August 20, 2025BeveragesOpen Access

View Full Paper

Ask AI

Bookmark

Authors

Online survey assesses willingness to drink and endorse micro-algae beverages in New Zealand, highlighting consumer preferences and challenges.

Consumers show a strong willingness to drink micro-algae beverages, with food neophilia being a significant driver of interest.
Online survey collected 437 responses, capturing insights on preferences towards price premiums and promotions of these beverages.
This observational analysis reveals food neophobia as a barrier to drinking choices, but not to pricing or word-of-mouth marketing.
The findings suggest a need for tailored marketing strategies that address consumer attitudes toward novel ingredients like micro-algae.

Rombach et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark