Seaweed Consumption and Label Preferences in France

The seaweed market in France is expanding. French consumers were surveyed regarding their perceptions and purchase intentions of seaweed products. Based on the survey results, we explore the determinants of seaweed consumption and preferences for this new, sustainable food in France. The survey database includes the results of over 495 in-person interviews. Two types of consumers are identified. Some consumers maintain a traditional attitude toward seaweed consumption, while others are willing to consume more innovative products. Attitude strongly influences seaweed consumption. The acceptance of claims (natural, eco-label, health, and fair-trade) is studied, using a multinomial probit model with random intercept. The purchase location is an important factor in the choice of product claims, and there is more heterogeneity at the individual level than the collective level. These results are important to understand the scope for increased seaweed consumption in order to help improve the sustainability of food consumption for future generations.