Exploration of seaweed consumption in Norway using the norm activation model: The moderator role of food innovativeness

Seaweed is considered to be a sustainable and healthy food source. However, for western consumers, it remains an unfamiliar source of food. Using a sample of 426 Norwegian consumers, this study aimed to explain and predict seaweed consumption using an extended version of the norm activation framework with a prospective design, including behaviour and consumer food innovativeness. Confirmatory factor analysis was conducted to validate the reliability of the measurements, while structural equation modelling was applied to test the hypothesised relationships. The findings support the ability of the norm activation framework to explain the intention of consuming seaweed. Moreover, this study determined a positive relationship between awareness of health consequences and intention, as well as ascription of responsibility and intention. Intention and food innovativeness are both predictors of seaweed consumption. Consumer food innovativeness positively moderates the relationship between intention and seaweed consumption.