Person-related factors associated with the intention to purchase and consume alternative seafood: a cross-sectional survey of South Korean adults

Rising environmental, climate, and public health concerns have increased interest in alternative proteins, including alternative seafood. This study examined person-related factors influencing alternative seafood acceptance among South Korean adults. An online survey of 1,000 South Korean adults aged 19–59 found that 7.8% had previously consumed alternative seafood, and 19.8% intended to purchase it within the next month. Multinomial logistic regression analysis revealed that respondents aged 19–29 were less likely to intend to purchase/consumption than those aged 50–59. Prior consumption of alternative meat and adherence to vegan, vegetarian, or flexitarian diets were positively associated with purchase/consumption intention. Environmental and animal welfare concerns were also positively associated, whereas food neophobia was negatively associated. Health consciousness showed no significant association. These findings suggest that communication strategies should emphasise ethical benefits while increasing familiarity among younger adults and individuals with higher food neophobia.