Factors Influencing the Consumption of Seaweed amongst Young Adults.

Seaweed has been traditionally consumed in Asian and Pacific cultures, yet aside from sushi, is still not commonly eaten in Western societies. Edible seaweeds offer distinct nutritional benefits to terrestrial crops, particularly with respect to mineral and fibre content. Understanding the motivations that drive young Australians to eat seaweed is necessary for food product development and consumer marketing strategies, as well as informing future sustainable production through seaweed aquaculture and wild-harvest practices. An observational cross-sectional online survey with n = 1403 young (19-30 years) Australian seaweed consumers was conducted. The 19-item survey included closed-ended, open-ended, and Likert scale responses. Most respondents were female (89.0%), with tertiary level education or above (57.7%). Seaweed was eaten mostly as a snack (87.7%) and in home-prepared meals (30.7%). The key advantages to consumption were flavour (89.1%), nutrient content (49.1%), and health benefits (44.6%), whilst the key barriers were poor accessibility (59.5%), unaffordable pricing (46.5%), and undesirable packaging (19.0%). The consumers reported wanting more promotion to improve their knowledge about seaweed, in addition to environmentally sustainable packaging and sourcing. Pathways to overcome barriers and encourage greater seaweed consumption are discussed. Most critically, improving the promotion and environmental sustainability of seaweed products will improve intake amongst current and future consumers.

Perceived Risk of Fish Consumption in a Low Fish Consumption Country.

Among the numerous health benefits of fish consumption, perhaps the most recognized is the role of omega-3 fatty acids in the prevention of cardiovascular disease. Cardiovascular disease is prevalent in Hungary, which has the lowest fish consumption in Europe. Increasing fish consumption is the aim of most European countries and given the high incidence of cardiovascular disease in Hungary, it is of particular importance. A significant reduction of the VAT for fish in 1 January 2018 aimed to increase fish consumption in Hungary. However, despite reduced VAT, the price of fish in Hungary rose from 2017 to 2018. The aim of our research is to explore perceived risks that serve to exacerbate Hungarian consumers' low fish consumption, and to measure their effects to identify potential strategies to most effectively increase fish consumption. We applied partial least squares structural equation modeling (PLS-SEM) to analyze responses provided by 1042 survey participants (collected with face-to-face interviews, using quota sampling in 2014) to explore variables of fish consumption associated with perceived risk including psychological, physical, social, and functional risks. Our model is the first one that applies detailed perceived risk categories to measure those effects on low fish consumption. The results indicate that psychological risk associated with negative past experiences have both a direct, and through functional risk, an indirect significant negative effect on fish consumption. Conversely, neither social nor physical risk impede Hungarian fish consumption. We conclude that the seafood industry could benefit from targeted interventions that seek to reduce functional risk-perception of the person responsible for preparing fish in the household.