Bahraseman Sasan Esfandiari, Dehghani Dashtabi Maryam, Karbasi Alireza, Firoozzare Ali, Boccia Flavio, Hosseinzadeh Nazeri Zahra
Ferdowsi University of Mashhad, Mashhad, Iran.
University of Naples Parthenope, Italy.
Appetite. 2025 Feb 1;206:107801. doi: 10.1016/j.appet.2024.107801. Epub 2024 Dec 4.
The world's growing population is putting immense pressure on natural resources and food security. Algae, as a sustainable and nutrient-rich alternative protein source, have gained attention due to their lower environmental impacts and potential health benefits. However, consumer acceptance remains a key challenge, especially in developing countries where awareness is limited. This study investigates the factors influencing Iranian consumers' willingness to consume algae-based foods through the Theory of Planned Behavior (TPB). A survey involving 445 respondents from Mashhad, Iran, was conducted, and the data were analyzed using structural equation modeling. The findings reveal that attitude has the strongest influence on consumption intention, followed by food disgust, subjective norms, knowledge, moral norms, and environmental concerns. Attitude also mediates the relationships between the constructs of disgust, moral norms, knowledge, and environmental concerns with consumption intention. Furthermore, the findings indicate that attitude constitutes the fundamental mechanism of the relationship between knowledge, environmental concerns, and intention. On the other hand, moral norms confirm the existence of a relationship between the subjective norms construct and consumption intention, such that moral norms shape the fundamental mechanism of the relationship between subjective norms and attitude, emphasizing the profound influence of moral values in Iranian consumption culture. In contrast, food neophobia did not have a significant impact on consumption intentions, indicating an openness towards dietary innovations among Iranians. This research contributes to the theoretical advancement in this field by identifying the direct, indirect, and total effects of the extended Theory of Planned Behavior components on the decision to consume algae or algae-containing foods. Practically, the findings from this study can provide guidance for effective introduction and promotion strategies of algae-based food products in emerging markets.
世界人口的不断增长给自然资源和粮食安全带来了巨大压力。藻类作为一种可持续且营养丰富的替代蛋白质来源，因其较低的环境影响和潜在的健康益处而受到关注。然而，消费者的接受度仍然是一个关键挑战，尤其是在意识有限的发展中国家。本研究通过计划行为理论（TPB）调查了影响伊朗消费者食用藻类食品意愿的因素。对来自伊朗马什哈德的445名受访者进行了一项调查，并使用结构方程模型对数据进行了分析。研究结果表明，态度对消费意愿的影响最大，其次是食物厌恶、主观规范、知识、道德规范和环境关注。态度还在厌恶、道德规范、知识和环境关注与消费意愿的构念之间起中介作用。此外，研究结果表明，态度构成了知识、环境关注与意愿之间关系的基本机制。另一方面，道德规范证实了主观规范构念与消费意愿之间存在关系，即道德规范塑造了主观规范与态度之间关系的基本机制，强调了道德价值观在伊朗消费文化中的深远影响。相比之下，食物新恐惧症对消费意愿没有显著影响，这表明伊朗人对饮食创新持开放态度。本研究通过确定扩展的计划行为理论各组成部分对食用藻类或含藻类食品决策的直接、间接和总体影响，为该领域的理论发展做出了贡献。实际上，本研究的结果可为新兴市场中藻类食品的有效引入和推广策略提供指导。
