Publication
Unveiling the seaweed consumer: exploring consumer intentions and profile towards seaweed products
| dc.contributor.advisor | Nogueira, Mafalda | |
| dc.contributor.author | Rodrigues, Mariana Pereira | |
| dc.date.accessioned | 2025-08-11T10:31:48Z | |
| dc.date.available | 2025-08-11T10:31:48Z | |
| dc.date.issued | 2025-07-10 | |
| dc.description.abstract | Objective – This research aims to explore the intention to consume seaweed products in Portugal, while developing the profile of these consumers. Methodology – A quantitative approach was adopted, with a questionnaire as the data collection technique, to test the applicability of Theory of Planned Behaviour (TPB) to predict the seaweed’ consumption intention. The sample was non-probabilistic by convenience, and the population was composed of Portuguese individuals over the age of 18. The sample contains 391 valid responses. Main Results and Conclusions – The intention to consume seaweed products is explained by 68,7% for individual’ attitude, subjective norms, perceived behavioural control, food disgust, and food responsibility. Positive attitudes are crucial to their propensity to consume seaweed. This, in turn, is affected negatively by food neophobia, and food disgust, and positively by food responsibility. Food responsibility is the lifestyle dimension with the greatest impact on the constructs analysed. The age, income level, and geographical proximity to the sea have a direct impact on their intention to consume. Finally, it was verified a high neutrality of consumption intention and low willingness to pay the real price of the seaweed-based products mentioned, even though most individuals had consumed seaweed before. Limitations – Due to the data collection technique, the self-reported data may create bias on responses. The low sociodemographic diversity of the sample may influence the responses. Structural equation modelling could have been used, instead of multiple linear regression models. Also, this study only focused on some of the motivations and barriers, while others were not explored. Finally, it was not possible to analyse several articles that addressed the TPB on novel context, due to the review adopted (systematic literature review (SLR)). Value/Originality – The originality of this study stems from its rigorous approach, built through a SLR, an essential methodology for summarising the current state of knowledge on the acceptability of seaweed-based products. To the best of the author’s knowledge, there are no studies on this topic in Portugal, nor with the extended application of the TPB. This study contributes both to the literature, and to companies that commercialise seaweed as a food, or those that contain products with the possibility of including seaweed. | por |
| dc.identifier.tid | 203978943 | |
| dc.identifier.uri | http://hdl.handle.net/10400.26/58354 | |
| dc.language.iso | eng | |
| dc.rights.uri | N/A | |
| dc.subject | Theory of planned behaviour | |
| dc.subject | Consumption intention | |
| dc.subject | Seaweed | |
| dc.subject | Algae | |
| dc.subject | Systematic literature review | |
| dc.title | Unveiling the seaweed consumer: exploring consumer intentions and profile towards seaweed products | por |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Gestão de Marketing |