Exploration of seaweed consumption in Norway using the norm activation model: The moderator role of food innovativeness
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https://hdl.handle.net/10037/24506Date
2022-02-08Type
Journal articleTidsskriftartikkel
Peer reviewed
Abstract
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.
Is part of
Govaerts, F. (2023). Factors Influencing Seaweed Consumption: The Role of Values, Self-Identity, Norms and Attitudes. (Doctoral thesis). https://hdl.handle.net/10037/29190.Publisher
ElsevierCitation
Govaerts, Olsen. Exploration of seaweed consumption in Norway using the norm activation model: The moderator role of food innovativeness. Food Quality and Preference. 2022;99:1-11Metadata
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