Kelp Wanted?! Understanding the Drivers of US Consumers’ Willingness to Buy and Their Willingness to Pay a Price Premium for Sea Vegetables
Abstract
:1. Introduction
2. Conceptual Model and Hypotheses
2.1. Food Engagement
2.2. Health Importance
2.3. Importance of Sea Vegetable Product Attributes
2.4. Consumer Knowledge
3. Materials and Methods
3.1. Survey Instrument and Sampling Procedure
3.2. Analytical Framework
4. Results and Discussion
4.1. Descriptive Statistics
4.2. Measurement Model
4.3. Structural Model
4.4. Results from Hypothesis Testing and Their Discussion
5. Conclusions
5.1. Suggestions for Practitioners in US Retail and Gastronomy
5.2. Limitations and Suggestions for Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Freq | % | |
---|---|---|
Age | ||
18–24 | 27 | 7.04 |
25–34 | 13 | 3.39 |
35–44 | 221 | 57.70 |
45–54 | 83 | 21.67 |
55–64 | 36 | 9.39 |
65+ | 3 | 0.78 |
Total | 383 | 100 |
Education | ||
Did not finish high school | 5 | 1.30 |
Finished high school | 56 | 14.62 |
Attended university | 32 | 8.35 |
Bachelor’s degree | 250 | 65.27 |
Postgraduate degree | 38 | 9.92 |
Total | 383 | 100 |
Household Annual Income | ||
USD 0 to USD 24,999 | 26 | 6.78 |
USD 25,000 to USD 49,999 | 90 | 23.49 |
USD 50,000 to USD 74,999 | 145 | 37.85 |
USD 75,000 to USD 99.999 | 103 | 26.89 |
USD 100,000 or higher | 19 | 4.96 |
Total | 383 | 100 |
Gender | ||
Male | 255 | 66.57 |
Female | 127 | 33.15 |
Prefer not to say | 1 | 0.26 |
Total | 383 | 100 |
Sea vegetable Knowledge | ||
I know very little | 24 | 6.30 |
I know a little | 86 | 22.57 |
I know as much as others | 113 | 29.66 |
I know more than others | 68 | 17.85 |
I am the expert among my friends and family | 90 | 23.62 |
Total | 381 | 100 |
Scales and Items | Factor Loadings | Cronbach’s Alpha | Composite Reliability | Average Variance Extracted |
---|---|---|---|---|
Importance of sea vegetable attributes | 0.812 | 0.864 | 0.515 | |
The cultivation of sea vegetables is environmentally friendly | 0.772 | |||
Sea vegetables have a high price | 0.716 | |||
The quality of sea vegetables available in the US is very high | 0.772 | |||
Sea vegetables have an appealing color | 0.704 | |||
Sea vegetables have a neutral smell | 0.633 | |||
Sea vegetables have a soft texture | 0.698 | |||
Food engagement | 0.806 | 0.885 | 0.720 | |
I have been growing food in my garden | 0.629 | |||
I am committed to food processing and food preserving | 0.765 | |||
I have watched YouTube videos about sea vegetable production | 0.745 | |||
I know how to identify sea vegetables | 0.741 | |||
Health Importance | 0.763 | 0.841 | 0.515 | |
I notice how I feel physically as I go through the day | 0.743 | |||
I am very involved with my health | 0.689 | |||
I am alert to changes in my health | 0.644 | |||
I reflect on my health a lot | 0.76 | |||
I am very self-conscious about my health | 0.747 | |||
Willingness to buy sea vegetables | 0.683 | 0.808 | 0.514 | |
Sushi rolls | 0.634 | |||
Crackers or cookies | 0.7 | |||
Soup (e.g., Miso) | 0.751 | |||
Salad (e.g., Kelp, Seaweed) | 0.775 | |||
Willingness to pay a price premium for sea vegetables | 0.772 | 0.854 | 0.594 | |
Sushi rolls | 0.772 | |||
Crackers or cookies | 0.743 | |||
Soup (e.g., Miso) | 0.806 | |||
Salad (e.g., Kelp, Seaweed) | 0.760 |
Fornell-Larcker Criterion | A | B | C | D | E | F |
---|---|---|---|---|---|---|
(A) Food engagement | 0.722 | |||||
(B) Health Importance | 0.599 | 0.718 | ||||
(C) Knowledge | 0.215 | 0.082 | 1 | |||
(D) Sea vegetable attributes | 0.683 | 0.612 | 0.115 | 0.717 | ||
(E) Willingness to buy sea vegetables | 0.579 | 0.528 | 0.17 | 0.621 | 0.717 | |
(F) Willingness to pay a price premium for sea vegetables | 0.661 | 0.478 | 0.222 | 0.673 | 0.569 | 0.771 |
Heterotrait-Monotrait Ratio | A | B | C | D | E | F |
(A) Food engagement | ||||||
(B) Health Importance | 0.824 | |||||
(C) Knowledge | 0.268 | 0.095 | ||||
(D) Sea vegetable attributes | 0.900 | 0.782 | 0.128 | |||
(E) Willingness to buy sea vegetables | 0.844 | 0.727 | 0.206 | 0.835 | ||
(F) Willingness to pay a price premium for sea vegetables | 0.895 | 0.62 | 0.251 | 0.845 | 0.785 |
Hypothesized Relationship | Coefficient | T Stat | p Value |
---|---|---|---|
H1a: Food engagement → Willingness to buy sea vegetables | 0.214 | 2.714 | 0.007 |
H1b: Food engagement → Willingness to pay a price premium | 0.352 | 5.266 | 0.000 |
H2a: Health Importance → Willingness to buy sea vegetables | 0.173 | 2.515 | 0.012 |
H2b: Health Importance → Willingness to pay a price premium | 0.002 | 0.028 | 0.977 |
H3a: Product attributes → Willingness to buy sea vegetables | 0.362 | 4.43 | 0.000 |
H3b: Product attributes → Willingness to pay a price premium | 0.420 | 5.658 | 0.000 |
H4a: Knowledge → Willingness to buy sea vegetables | 0.068 | 1.645 | 0.100 |
H4b: Knowledge → Willingness to pay a price premium | 0.098 | 2.741 | 0.006 |
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Rombach, M.; Botero, J.; Dean, D.L. Kelp Wanted?! Understanding the Drivers of US Consumers’ Willingness to Buy and Their Willingness to Pay a Price Premium for Sea Vegetables. Gastronomy 2023, 1, 44-56. https://doi.org/10.3390/gastronomy1010005
Rombach M, Botero J, Dean DL. Kelp Wanted?! Understanding the Drivers of US Consumers’ Willingness to Buy and Their Willingness to Pay a Price Premium for Sea Vegetables. Gastronomy. 2023; 1(1):44-56. https://doi.org/10.3390/gastronomy1010005
Chicago/Turabian StyleRombach, Meike, Julio Botero, and David L. Dean. 2023. "Kelp Wanted?! Understanding the Drivers of US Consumers’ Willingness to Buy and Their Willingness to Pay a Price Premium for Sea Vegetables" Gastronomy 1, no. 1: 44-56. https://doi.org/10.3390/gastronomy1010005