Finding Nori—Understanding Key Factors Driving US Consumers’ Commitment for Sea-Vegetable Products
1
Department of Land Management and Systems, Lincoln University, Lincoln 7647, New Zealand
2
Department of Global Value Chains and Trade, Lincoln University, Lincoln 7647, New Zealand
3
Department of Agribusiness and Markets, Lincoln University, Lincoln 7647, New Zealand
*
Author to whom correspondence should be addressed.
Sustainability 2024, 16(5), 2107; https://doi.org/10.3390/su16052107
Submission received: 9 February 2024
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Revised: 29 February 2024
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Accepted: 29 February 2024
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Published: 3 March 2024
(This article belongs to the Section Sustainable Agriculture)
Abstract
:The trend toward sustainable and healthy food consumption has stimulated widespread debate. US consumers demand healthy and sustainable food options and are increasingly interested in alternative proteins such as macro-algae, also known as sea-vegetables. The present study is built on the responses of an online survey aiming to explore US consumers’ commitment towards varying sea-vegetable-based products. Affordability, sustainability, taste, environmental friendliness, and health benefits, as well as product novelty and versatility, were the factors under investigation. All factors were found to be equally strong predictors for sea-vegetable product commitment. Best-practice recommendations for US food marketers and agricultural producers are also provided.
1. Introduction
Over the past decade, climate change and world population growth led to a rise in sustainable food choices among consumers in Western countries such as the United States of America (US) [1,2,3]. It is predicted that the world population will reach 9.1 billion people by 2050, and solutions to food security are widely discussed in media and science [4,5,6]. The public debate emphasizes insects and sea-vegetables as suitable protein sources to replace traditional meat [7,8,9]. Sea-vegetables are an umbrella term for macro-algae species such as Chlorophytes, Phaeophytes, and Rhodophytes [10,11,12,13]. They are very versatile in their use [13,14,15]. Sea-vegetables contain fiber, calcium, magnesium, and iodine and are often advertised as health-beneficial products [9,16]. In addition to human consumption, they are part of cosmetic products and animal feed [9]. In the US, there are two main sea-vegetable production areas, namely Maine and Alaska [8]. Sea-vegetable-based food products are stemming or are otherwise imported from Indonesia, China, Korea, and the Philippines [17]. In US consumer markets, sea-vegetables comprise fresh and processed products. Miso soups, sushi rolls, and crackers are widely available and accepted products amongst US consumers [18,19].
The recent body of work in the literature on sea-vegetable consumption and food marketing indicates key factors that determine consumer acceptance, e.g., specific product information, knowledge related to production practices and ecosystems, past buying and consumption experience, attitudes, variety-seeking behavior, health benefits as well as the socio-demographic profiles of consumers [8,9,16,17]. Most studies are dedicated to sea-vegetable consumption in general or to products such as sushi, which are widely accepted by US consumers. However, many sea-vegetable products coming to the market can be described as novelties to US consumers [20,21]. In addition, food choices are often complex and product-specific; hence, the present paper is focused on a variety of sea-vegetable-based products. The present paper aims to explore US consumer commitment to sea-vegetable-based products such as sushi rolls, salads, crackers/cookies, jelly/candy, tea, smoothies/shakes, and nutritional supplements. With this specific focus, the present study extends the existing body of literature [20,21,22,23,24], as commitment is not yet widely explored. Some elements of commitment are considered higher-order consumer behaviors, such as paying a premium price and sharing via word of mouth, and have yet to be more widely explored. Therefore, this study aims to explore and validate the key factors driving commitment to varying sea-vegetable products and unite them in one model.
2. Conceptual Model and Hypotheses
Affordability, sustainability, taste, environmental-friendliness, health benefits, product novelty, and versatility were thought to be relevant predictors suitable to understanding the different types of products and consumer commitment. The chosen predictors are presented in the remainder of this section and underpin the proposed conceptual model (see Figure 1).
2.1. Affordability, Sustainability, and Taste
The recent body of work in the literature emphasizes sea-vegetable product attributes such as affordability, sustainability, and taste as essential to product commitment [17,25,26]. In terms of affordability, Young et al. (2022) discussed how product accessibility and an affordable price point are the greatest enablers for sea-vegetable purchase and consumption by Australian consumers [17]. Earlier studies indicated that US consumers rate seaweed lower in taste when compared to traditional seafood [27,28,29]. However, it needs to be acknowledged that the sea-vegetable taste depends on the species used and may even vary with differences in preparation and processing methods [30]. In addition, paying a premium price for sea-vegetables is not appreciated by US consumers [29]. Regarding affordability, an Italian study presented similar findings. Italian consumers were not willing to purchase at a high price point [19]. Sea-vegetables as a food source are viewed as more sustainable compared to animal-based protein sources, as the production and processing of seaweed are not as strongly associated with environmental degradation and negative externalities as agricultural production and animal husbandry [7,27]. In addition, various studies emphasize that, particularly in food processing, e.g., obtaining the functional compounds of seaweed, a shift from conventional towards sustainable seaweed extraction methods has occurred [27]. Smart technologies and eco-friendly solvents, such as ionic liquids or solvents produced from biomass, lead the way to more sustainable extraction processes. In contrast to conventional extraction processes, the sustainable extraction process requires less energy and does not produce large quantities of hazardous chemical waste [27]. Amidst this background, the following hypotheses are proposed:
Hypothesis (H1a).
Affordability, sustainability, and taste positively impact US consumers’ commitment to sea-vegetable-based crackers/cookies.
Hypothesis (H1b).
Affordability, sustainability, and taste positively impact US consumers’ commitment to sea-vegetable-based jelly/candy.
Hypothesis (H1c).
Affordability, sustainability, and taste positively impact US consumers’ commitment to sea-vegetable-based salad.
Hypothesis (H1d).
Affordability, sustainability, and taste positively impact US consumers’ commitment to sea-vegetable-based smoothies/shakes.
Hypothesis (H1e).
Affordability, sustainability, and taste positively impact US consumers’ commitment to sea-vegetable-based soup.
Hypothesis (H1f).
Affordability, sustainability, and taste positively impact US consumers’ commitment to sea-vegetable-based supplements.
Hypothesis (H1g).
Affordability, sustainability, and taste positively impact US consumers’ commitment to sushi rolls.
Hypothesis (H1h).
Affordability, sustainability, and taste positively impact US consumers’ commitment to sea-vegetable-based tea.
2.2. Environmentally Friendliness and Health Benefits
The extant literature outlines the environmental friendliness and health benefits of a food product as important determinants of the purchase intentions of consumers [31,32,33]. Compared to land-based vegetables and meat-based proteins, sea-vegetables are superior in their-promoting characteristics. This includes fiber, omega-3 fatty acids, amino acids, minerals, and vitamins. In a sea-vegetable context, Goverts (2023) proposes three consumer segments, namely traditional, egoistic, and progressive consumers [34]. These segments are based on consumers’ food values and the concept of self-identity. Findings suggest that altruistic (environmental-based value) and instrumental values (health-based values) that shape the segments allow for differentiation [34]. Progressive consumers are the most interested in health and well-being and place a high value on the environment. Among the three consumer segments, they had the strongest interest in sea-vegetable products and the highest willingness to try them [34]. Also, Wassermann (2023) outlines the association between sea-vegetables and health and characterizes these as environmentally friendly food options [35]. The work shows that in addition to the food item itself, eco–friendly labeling and packaging are of importance to consumers [35]. Grounded in these studies, the following hypotheses are proposed:
Hypothesis (H2a).
Environmentally friendliness and health benefits positively impact US consumers’ commitment to sea-vegetable-based crackers/cookies.
Hypothesis (H2b).
Environmentally friendliness and health benefits positively impact t US consumers’ commitment to sea-vegetable-based jelly/candy.
Hypothesis (H2c).
Environmentally friendliness and health benefits positively impact US consumers’ commitment to sea-vegetable-based salad.
Hypothesis (H2d).
Environmentally friendliness and health benefits positively impact US consumers’ commitment to sea-vegetable-based smoothies/shakes.
Hypothesis (H2e).
Environmentally friendliness and health benefits positively impact US consumers’ commitment to sea-vegetable-based soup.
Hypothesis (H2f).
Environmentally friendliness and health benefits positively impact US consumers’ commitment to sea-vegetable-based supplements.
Hypothesis (H2g).
Environmentally friendliness and health benefits positively impact US consumers’ commitment to sushi rolls.
Hypothesis (H2h).
Environmentally friendliness and health benefits positively impact US consumers’ commitment to sea-vegetable-based tea.
2.3. Product Novelty and Versatility
Various food science and marketing studies praise sea-vegetables for being a low-calorie, novel, and versatile food item [23,36,37,38]. The bioactive molecules of sea-vegetables are generated for products in the pharmaceutical, nutraceutical, cosmetics, and food industries [37]. Sea-vegetables are part of food formulations and serve as coloring agents or as ingredients in the development of novel functional foods or alternative proteins [9]. In the latter context, vegan, vegetarian, and consumers aiming to reduce meat consumption appreciate sea-vegetables as a meat replacement [25], which can be used for a variety of dishes, like Tofu [38]. Moreover, the consumer acceptance of sea-vegetables has been steadily increasing over the past decade. This can be attributed to globalization and the availability of products used for Asian cuisine. Western countries are an emerging market for sea-vegetables, with many new products being introduced [38,39] in the form of candies, snacks, and full meals such as soup, noodles, salad, or sushi, as well as in crackers, dairy or bakery products [38]. Therefore, the following hypotheses are proposed.
Hypothesis (H3a).
Product novelty and versatility positively impact US consumers’ commitment to sea-vegetable-based crackers/cookies.
Hypothesis (H3b).
Product novelty and versatility positively impact US consumers’ commitment to sea-vegetable-based jelly/candy.
Hypothesis (H3c).
Product novelty and versatility positively impact US consumers’ commitment to sea-vegetable-based salad.
Hypothesis (H3d).
Product novelty and versatility positively impact US consumers’ commitment to sea-vegetable-based smoothies/shakes.
Hypothesis (H3e).
Product novelty and versatility positively impact US consumers’ commitment to sea-vegetable-based soup.
Hypothesis (H3f).
Product novelty and versatility positively impact US consumers’ commitment to sea-vegetable-based supplements.
Hypothesis (H3g).
Product novelty and versatility positively impact US consumers’ commitment to sushi rolls.
Hypothesis (H3h).
Product novelty and versatility positively impact US consumers’ commitment to sea-vegetable-based tea.
3. Material and Methods
3.1. Data Collection and Sampling Approach
The data collection for this study was conducted in August 2023 using an online questionnaire. The survey was conducted using the Qualtrics XM digital platform to investigate consumer attitudes towards sea-vegetables [40]. The topics under investigation encompassed environmental awareness, sustainability, considerations of health and wellbeing, and perspectives on price, product versatility, novelty, and consumer commitment [9,16,17,38,39]. For consumer commitment, a range of behavioral intention items were measured to capture commitment at multiple levels. The levels included lower to moderate levels like willingness to eat or buy and higher levels like willingness to pay a premium price or recommend to others.
To procure a sample that was both pertinent and suitable, specific eligibility criteria were established. The inclusion criteria for participants in this study mandated that they had to be 18 years of age or older, US residents, and assume the responsibility for making household shopping decisions. Familiarity with sea-vegetables or sea-vegetable-based products in the survey was not part of the inclusion criteria.
The participants for this study were selected from Amazon Mechanical Turk (Mturk), an online platform commonly utilized for opinion research in the social sciences and marketing [40,41]. The survey instrument was subjected to a pilot study involving a sample of 15 participants recruited from Mturk [41,42]. Its purpose was to discover possible improvements to the survey instrument.
After considering the average completion time of 15 min, a total of 17 of the 400 responses were either suspected of haste or were incomplete and deemed ineligible [43]. Hair et al. (2022) proposed the utilization of the ‘10 times rule’ to guide appropriate sample size determination. This rule suggests that the sample size should be no less than ten times the highest number of links, whether they are internal or external, and directed towards any latent variable present in the conceptual model [44]. Applying the rule to this study resulted in a minimum sample size of 40. The analytical sample used in this study comprised 383 consumers from the United States. This sample size was considered sufficient for the employment of Partial Least Squares Structural Equation Modeling (PLS-SEM) [44]. PLS-SEM is a particularly appropriate approach for the present investigation as it is a quantitative exploratory study identifying drivers of complex behavioral relationships [44]. In addition, PLS-SEM is suitable for small sample sizes and does not require specific distributional assumptions as is required for logistic regression models [44].
3.2. Analytical Framework
The sequential execution of data analysis was carried out using SPSS 28 for descriptive statistics and SmartPLS 4 for Partial Least Squares Structural Equation Modeling (PLSSEM). The PLS-SEM analytical procedure comprises two stages. Initially, the reliability and validity of the measurement (outer) model are evaluated, and subsequently, an analysis of the structural (inner) model is conducted [44,45,46]. The criteria for assessing reliability encompass the attainment of scores exceeding 0.6 in both Cronbach’s alpha and composite reliability, as indicated by previous studies [44,45]. Convergent validity is established when the item/scale factor loadings are greater than 0.4 while the average variance-extracted (AVE) values exceed 0.6 [43]. Following Hair et al. (2022), the AVE is described as the extent to which the latent constructs explain the variance of their respective indicators. Discriminant validity is assessed through the utilization of the hetero trait–mono trait ratio (HTMT) and the Fornell–Larcker criteria. While the Fornell–Larcker criterion refers to the square root of each construct’s average variance extracted with the correlations of all other constructs as part of the model, the HTMT is defined as the mean of all correlations of indicators across different measuring constructs relative to the mean average correlations of indicators measuring the same construct [44]. HTMT values should not exceed the maximum threshold value of 0.9 to confirm the presence of discriminant validity [44,47,48]. To prevent the occurrence of multicollinearity issues, it is recommended that the Variance Inflation Factor (VIF) scores remain below 5 [44].
The subsequent phase of the analysis involves the utilization of a structural model, which incorporates the application of hypothesis testing through the implementation of bootstrapping with 10,000 iterations. This approach is employed to ascertain the significance of the paths [44,45]. The evaluation of model performance encompasses several key metrics, namely the overall goodness of fit (GoF), the normed fit index (NFI), and the standardized root mean square residual (SRMR) [44]. For GoF and NFI, larger numbers indicate better model fit, and for SRMR, lower numbers indicate better fit. The recommended thresholds for the standardized root mean square residual (SRMR) should be maintained either at or below 0.08, with an upper limit of 0.1 [43]. An adequately fit model reports a high GoF and NFI score [44,46]. Hair et al. (2022) recommend using these fit indices with caution; however. their reporting is common practice and required in PLS-SEM studies [44].
The model’s explanatory power (R2) and predictive relevance (Q2) are evaluated against established benchmarks [44]. R2 values that denote small, moderate, and large effect sizes are set at 0.25, 0.5, and 0.75, respectively. Similarly, Q2 values exceeding 0, 0.25, and 0.5 are considered to report acceptable, moderate, and high levels of predictive relevance [44].
3.3. Descriptive Statistics
As displayed in Table 1, the sample is comprised of 383 participants. A significant proportion of the sample was male (66.6%). Most of the respondents (57.7%) fell in the age range from 35 to 44 years old. The survey respondents were overall well-educated; 75% of the participants had a bachelor’s or a postgraduate degree. Income-wise, the sample can be described as in the middle-income bracket; 37.9% of the participants reported having received an annual income between USD 50,000 to USD 74,999. The sample can be described as well-educated, dominated by middle-aged men in the mid-income bracket.
4. Results and Discussion
4.1. Measurement Model
Table 2 illustrates that both Cronbach’s Alpha and Composite Reliability scores exceeded the recommended threshold of 0.6, aligning with the guidelines set forth by Hair in 2022 [44]. These findings suggest a high level of reliability for the constructs that were investigated. Similarly, it is worth noting that the average variance extracted (AVE) surpassed the threshold of 0.5, and all factor loadings for the items were found to be higher than 0.6 [46]. The metrics presented provide evidence that the latent variables under consideration exhibit both strong internal consistency and meet the criteria for convergent validity [44,45,46].
Table 3 demonstrates that the criteria for discriminant validity were met for all constructs. Firstly, HTMT ratios did not exceed the maximum threshold value of 0.90. Secondly, the Fornell–Larcker criterion was confirmed, as the cross-loadings were lower than the corresponding diagonal values [44,47,48]. The VIF scores ranged from 1.49 to 1.66, with an average VIF score of 1.57, indicating that multicollinearity was not problematic [44].
4.2. Structural Model
The inner model performance indices were calculated and considered acceptable with a GoF of 0.414, NFI of 0.661, and SRMR of 0.072 [44]. Concerning the explanatory power, the model’s constructs revealed a range of effects across the various constructs. The construct of salad demonstrates the highest explanatory power with an R2 value of 0.378, closely followed by soup at 0.367. Sushi rolls also show a significant explanatory power with an R2 of 0.343. On the lower end of the spectrum, jelly/candy has the least explanatory power, with an R2 value of 0.198, indicating a weaker model fit for this particular construct. Constructs like crackers/cookies, smoothies/shakes, supplements, and tea exhibit moderate explanatory power, falling within the R2 range of 0.256 to 0.305. The Stone–Geisser criterion Q2 evaluated predictive relevance, with all the values greater than zero and an average Q2 score of 0.275, suggesting that the model has moderate predictive relevance.
4.3. Results from Hypothesis Testing and Their Discussion
Interestingly, all the p-values across the hypothesized relationships for the constructs of “affordability, sustainability and taste”, “environmental-friendliness and health benefits”, and “product novelty and versatility” are below the standard statistical threshold of 0.05 (Table 4). This underlines the statistical significance of these attributes in affecting consumer choices for a range of fresh and processed food items. The consistently low p-values across all constructs and food categories lend robust support to the associated hypotheses, confirming that these perceived attributes are not only influential but statistically significant drivers of consumer commitment.
For the construct “affordability, sustainability and taste”, a robust relationship was observed with salads and crackers/cookies, as indicated by high coefficients and p-values under the threshold of 0.001. This suggests that these particular food items significantly benefit from being perceived as affordable, sustainable, and tasty, thereby affirming the hypotheses associated with these attributes. These findings are well in line with the recent body of work in the literature. Following Birch (2019) and Young (2021), good taste is a pre-requirement for sea-vegetable consumption, whereas a high price point is a major obstacle [16,17]. Given that salad and crackers/cookies are products of the regular food basket in the US [49,50], it is unsurprising that consumers desire affordability when living is affected by a recession [50,51]. In addition, non-hedonistic factors such as sustainability are relevant to product value and long-term consumer commitment towards sea-vegetable products [34,51,52]. Affordability and sustainability are of particular importance to generational cohorts of millennials and GenZ [17] and consumers holding biospheric values [34].
The predictor “environmental-friendliness and health benefits” appeared to be highly significant for the food items of soup and sushi rolls, showing coefficients of 0.325 and 0.391, respectively, with p-values under 0.001. This underscores the growing importance consumers place on the environmental and health impact of their food choices. Sea-vegetable-based products such as miso soup or sushi rolls are already widely accepted and available as products due to their health benefits [16]. The recent body of work in the literature emphasizes healthfulness and environmental consciousness as essential for repeat purchases and product reviews for alternative proteins [53], which present higher forms of consumer commitment.
Similarly, attributes of product novelty and versatility reveal strong ties with supplements and tea, reflected by coefficients above 0.2 and p-values below 0.001. This supports the hypotheses suggesting that novelty, low-calorie options, and versatility are important drivers of consumer choices, especially among those conscious of their dietary intake. Sea-vegetable-based teas and supplements may be rather a novel product to many US consumers. However, these food products are not extremely incongruent with new products when compared with more widely established products [54]. Respectively, consumers can form associations and connections with other sea-vegetable products they are familiar with, allowing them to overcome this issue, which ultimately leads to favorable evaluations and commitment [54].
5. Conclusions
This study explored consumer commitment towards different sea-vegetable products. It not only contributes to the literature on consumer behavior towards alternative foods but also provides useful information for food industry stakeholders. The findings could be important for producers, marketers, and policymakers seeking to align their strategies with evolving consumer preferences for sustainable, healthy, and affordable food options. US food marketers could use these findings to adapt their product strategies. Products that are healthy, affordable, and sustainable may be of particular interest to vegans, vegetarians, and consumers with high food affinity, who could be targeted through lifestyle marketing and online engagement. Consumers are often interested in the effects of their consumption choices on people and the planet. In addition, the product versatility of sea-vegetables may be interesting to these consumers, and they have little reservation towards new products such as supplements or teas, as these consumers have been likely exposed to new products and brands in meat avoidance/reduction endeavors.
The authors acknowledge limitations in this study, particularly regarding the source of the sample and its diversity. The consumer sample, composed primarily of male participants, was drawn from a crowdsourcing platform, which may not fully reflect the general US population. Also, data were not collected on the respondent’s generation group, religious affiliation, or whether they followed lifestyle choices that could impact their food preferences. If one or more of these systematically influential attitudes towards sea-vegetables emerged, it would limit the generalizability of the research. While this study broadly examined some drivers of sea-vegetable product commitment, there are many opportunities to deepen our understanding of the topic. In-depth interviews, the content analysis of media messages, and examining online conversations could be approached qualitatively, and studies exploring the topic across different geographies and among diverse consumer groups could be a path for quantitative studies. Also, it would be beneficial to examine whether consumer commitment is influenced by familiarity with and experience of consuming sea-vegetable products and the influence of marketing messages and wider social trends. Such analyses could help to develop future promotion strategies.
Author Contributions
Conceptualization, M.R. and D.L.D.; methodology, D.L.D.; software, M.R.; validation, M.R. and D.L.D.; formal analysis, M.R.; investigation, M.R. and D.L.D.; resources, M.R., J.B. and D.L.D.; data curation, D.L.D. writing—original draft preparation, M.R. and J.B.; writing—review and editing, M.R., J.B. and D.L.D. All authors have read and agreed to the published version of the manuscript.
Funding
This research received no external funding.
Institutional Review Board Statement
This study was conducted in accordance with the Declaration of Helsinki, and the protocol was approved by the Human Ethics Committee at Lincoln University, New Zealand, in June 2023 (HEC-2023-24).
Informed Consent Statement
All participants gave their informed consent for inclusion before they participated in this study.
Data Availability Statement
The data presented in this study are available on request from the corresponding author.
Acknowledgments
The authors acknowledge the discussion and support provided by the Lincoln University Centre of Excellence in Transformative Agribusiness.
Conflicts of Interest
The authors declare no conflicts of interest in the context of this publication. The funders had no role in the design of this study or in the collection, analysis, or interpretation of data. They were also not involved in the writing of this manuscript or in the decision to publish the results of this study.
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Figure 1.
Proposed conceptual model for sea-vegetable product commitment.
Table 1.
Sample description of sea-vegetable consumers participating in the survey.
| Freq | % | |
|---|---|---|
| Age | ||
| 18–24 | 27 | 7 |
| 25–34 | 13 | 3.4 |
| 35–44 | 221 | 57.7 |
| 45–54 | 83 | 21.7 |
| 55–64 | 36 | 9.4 |
| 65+ | 3 | 0.78 |
| Total | 383 | 100 |
| Education | ||
| Did not finish high school | 5 | 1.3 |
| Finished high school | 56 | 14.6 |
| Attended university | 32 | 8.4 |
| Bachelor’s degree | 250 | 65.3 |
| Postgraduate degree | 38 | 9.92 |
| Total | 383 | 100 |
| Household Annual Income | ||
| USD 0 to USD 24,999 | 26 | 6.8 |
| USD 25,000 to USD 49,999 | 90 | 23.5 |
| USD 50,000 to USD 74,999 | 145 | 37.9 |
| USD 75,000 to USD 99.999 | 103 | 26.9 |
| USD 100,000 or higher | 19 | 4.96 |
| Total | 383 | 100 |
| Gender | ||
| Male | 255 | 66.6 |
| Female | 127 | 33.2 |
| Prefer not to say | 1 | 0.26 |
| Total | 383 | 100 |
Table 2.
Scale loadings, construct descriptive statistics, reliability, and convergent validity scores.
Table 2.
Scale loadings, construct descriptive statistics, reliability, and convergent validity scores.
| Scales and Items | Factor Loadings | Mean | Standard Deviation | Cronbach’s Alpha | Composite Reliability | Average Variance Extracted |
|---|---|---|---|---|---|---|
| Affordability, sustainability, and taste | 4.020 | 0.626 | 0.701 | 0.817 | 0.528 | |
| Sea-vegetables are good value for money | 0.689 | |||||
| Sea-vegetables are nutritious | 0.676 | |||||
| Sea-vegetables are tasty | 0.770 | |||||
| Sea-vegetables are sustainable | 0.766 | |||||
| Commitment to sea-vegetable-based crackers/cookies | 3.934 | 0.732 | 0.744 | 0.839 | 0.565 | |
| Willing to eat sea-vegetable-based crackers/cookies | 0.790 | |||||
| Willing to buy sea-vegetable-based crackers/cookies | 0.759 | |||||
| Willing to pay a premium price for sea-vegetable-based crackers/cookies | 0.708 | |||||
| Willing to recommend sea-vegetable-based crackers/cookies | 0.748 | |||||
| Environmental friendliness and health benefits | 4.006 | 0.636 | 0.686 | 0.809 | 0.516 | |
| Sea-vegetables are healthy | 0.704 | |||||
| Sea-vegetables are a good source of iodine | 0.680 | |||||
| Sea-vegetables are a natural source of omega 3 | 0.696 | |||||
| Sea-vegetables are environmentally friendly | 0.788 | |||||
| Commitment to sea-vegetable-based jelly/candy | 3.806 | 0.842 | 0.822 | 0.882 | 0.652 | |
| Willing to eat sea-vegetable-based jelly/candy | 0.791 | |||||
| Willing to buy sea-vegetable-based jelly/candy | 0.813 | |||||
| Willing to pay a premium price for sea-vegetable-based jelly/candy | 0.848 | |||||
| Willing to recommend sea-vegetable-based jelly/candy | 0.774 | |||||
| Product novelty and versatility | 3.935 | 0.690 | 0.678 | 0.823 | 0.607 | |
| Sea-vegetables are versatile | 0.765 | |||||
| Sea-vegetables are novel food | 0.796 | |||||
| Sea-vegetables are low in calories | 0.776 | |||||
| Commitment to sea-vegetable-based salad | 3.923 | 0.707 | 0.735 | 0.832 | 0.555 | |
| Willing to eat sea-vegetable-based salad | 0.773 | |||||
| Willing to buy sea-vegetable-based salad | 0.779 | |||||
| Willing to pay a premium price for sea-vegetable-based salad | 0.661 | |||||
| Willing to recommend sea-vegetable-based salad | 0.761 | |||||
| Commitment to sea-vegetable-based shakes/smoothies | 3.821 | 0.759 | 0.776 | 0.856 | 0.598 | |
| Willing to drink sea-vegetable-based shakes/smoothies | 0.789 | |||||
| Willing to buy sea-vegetable-based shakes/smoothies | 0.791 | |||||
| Willing to pay a premium price for sea-vegetable-based shakes/smoothies | 0.771 | |||||
| Willing to recommend sea-vegetable-based shakes/smoothies | 0.741 | |||||
| Commitment to sea-vegetable-based soup | 3.954 | 0.677 | 0.714 | 0.823 | 0.539 | |
| Willing to eat sea-vegetable-based soup | 0.678 | |||||
| Willing to buy sea-vegetable-based soup | 0.796 | |||||
| Willing to pay a premium price for sea-vegetable-based soup | 0.706 | |||||
| Willing to recommend sea-vegetable-based soup | 0.751 | |||||
| Commitment to sea-vegetable-based supplements | 3.897 | 0.711 | 0.735 | 0.834 | 0.556 | |
| Willing to eat sea-vegetable-based supplements | 0.751 | |||||
| Willing to buy sea-vegetable-based supplements | 0.77 | |||||
| Willing to pay a premium price for sea-vegetable-based supplements | 0.705 | |||||
| Willing to recommend sea-vegetable-based supplements | 0.755 | |||||
| Commitment to Sushi Rolls | 3.958 | 0.662 | 0.724 | 0.829 | 0.548 | |
| Willing to eat sushi rolls | 0.733 | |||||
| Willing to buy sushi rolls | 0.767 | |||||
| Willing to pay a premium price for sushi rolls | 0.724 | |||||
| Willing to recommend sushi rolls to others | 0.735 | |||||
| Commitment to sea-vegetable-based tea | 3.788 | 0.786 | 0.776 | 0.856 | 0.598 | |
| Willing to drink sea-vegetable-based tea | 0.775 | |||||
| Willing to buy sea-vegetable-based tea | 0.800 | |||||
| Willing to pay a premium price for sea-vegetable-based tea | 0.782 | |||||
| Willing to recommend sea-vegetable-based tea | 0.734 |
Table 3.
Fornell–Larcker criterion and hetero trait–mono trait ratio.
| Fornell-Larcker Criterion | A | B | C | D | E | F | G | H | I | J | K |
|---|---|---|---|---|---|---|---|---|---|---|---|
| (A) Affordability, sustainability, and taste | 0.727 | ||||||||||
| (B) Crackers/cookies | 0.494 | 0.752 | |||||||||
| (C) Environmental friendliness and health benefits | 0.547 | 0.434 | 0.718 | ||||||||
| (D) Jelly/candy | 0.395 | 0.664 | 0.349 | 0.807 | |||||||
| (E) Product novelty and versatility | 0.47 | 0.421 | 0.533 | 0.343 | 0.779 | ||||||
| (F) Salad | 0.547 | 0.62 | 0.478 | 0.588 | 0.476 | 0.745 | |||||
| (G) Smoothies/shakes | 0.41 | 0.622 | 0.418 | 0.652 | 0.42 | 0.593 | 0.773 | ||||
| (H) Soup | 0.472 | 0.523 | 0.543 | 0.506 | 0.472 | 0.607 | 0.576 | 0.734 | |||
| (I) Supplements | 0.426 | 0.586 | 0.406 | 0.566 | 0.444 | 0.635 | 0.611 | 0.516 | 0.746 | ||
| (J) Sushi rolls | 0.446 | 0.461 | 0.551 | 0.432 | 0.409 | 0.548 | 0.558 | 0.630 | 0.512 | 0.740 | |
| (K) Tea | 0.414 | 0.57 | 0.424 | 0.657 | 0.428 | 0.582 | 0.689 | 0.638 | 0.586 | 0.538 | 0.773 |
| HTMT | A | B | C | D | E | F | G | H | I | J | K |
| (B) Crackers/cookies | 0.684 | ||||||||||
| (C) Environmentally friendliness and health benefits | 0.787 | 0.596 | |||||||||
| (D) Jelly/candy | 0.514 | 0.858 | 0.455 | ||||||||
| (E) Product novelty and versatility | 0.685 | 0.577 | 0.781 | 0.456 | |||||||
| (F) Salad | 0.745 | 0.849 | 0.656 | 0.779 | 0.654 | ||||||
| (G) Smoothies/shakes | 0.548 | 0.829 | 0.558 | 0.819 | 0.575 | 0.807 | |||||
| (H) Soup | 0.665 | 0.727 | 0.767 | 0.670 | 0.675 | 0.843 | 0.777 | ||||
| (I) Supplements | 0.589 | 0.808 | 0.559 | 0.737 | 0.619 | 0.876 | 0.817 | 0.719 | |||
| (J) Sushi rolls | 0.623 | 0.628 | 0.774 | 0.556 | 0.582 | 0.752 | 0.735 | 0.878 | 0.698 | ||
| (K) Tea | 0.555 | 0.765 | 0.576 | 0.826 | 0.585 | 0.790 | 0.892 | 0.866 | 0.788 | 0.714 |
Table 4.
Coefficients for hypothesized paths.
| Hypothesised Relationship | Coefficient | T Stat | p Value |
|---|---|---|---|
| Affordability, sustainability, and taste → crackers/cookies | 0.319 | 5.123 | 0.000 |
| Affordability, sustainability, and taste → jelly/candy | 0.251 | 4.346 | 0.000 |
| Affordability, sustainability, and taste → salad | 0.352 | 6.268 | 0.000 |
| Affordability, sustainability, and taste → smoothies/shakes | 0.202 | 3.287 | 0.001 |
| Affordability, sustainability, and taste → soup | 0.197 | 3.584 | 0.000 |
| Affordability, sustainability, and taste → supplements | 0.224 | 3.721 | 0.000 |
| Affordability, sustainability, and taste → sushi rolls | 0.177 | 2.85 | 0.004 |
| Affordability, sustainability, and taste → tea | 0.201 | 3.613 | 0.000 |
| Environmentally friendliness and health benefits → crackers/cookies | 0.161 | 2.763 | 0.006 |
| Environmental-friendliness and health benefits → jelly/candy | 0.129 | 2.081 | 0.037 |
| Environmental-friendliness and health benefits → salad | 0.167 | 2.609 | 0.009 |
| Environmental-friendliness and health benefits → smoothies/shakes | 0.188 | 3.074 | 0.002 |
| Environmental-friendliness and health benefits-> soup | 0.325 | 5.888 | 0.000 |
| Environmental-friendliness and health benefits → supplements | 0.144 | 2.303 | 0.021 |
| Environmental-friendliness and health benefits → sushi Rolls | 0.391 | 5.793 | 0.000 |
| Environmental-friendliness and health benefits → tea | 0.191 | 3.045 | 0.002 |
| Product novelty and versatility → crackers/cookies | 0.185 | 3.518 | 0.000 |
| Product novelty and versatility → jelly/candy | 0.157 | 3.29 | 0.001 |
| Product novelty and versatility → salad | 0.222 | 4.554 | 0.000 |
| Product novelty and versatility → smoothies/Shakes | 0.225 | 4.394 | 0.000 |
| Product novelty and versatility → soup | 0.207 | 3.956 | 0.000 |
| Product novelty and versatility → supplements | 0.262 | 5.034 | 0.000 |
| Product novelty and versatility → sushi rolls | 0.118 | 2.298 | 0.022 |
| Product novelty and versatility → tea | 0.233 | 4.581 | 0.000 |
Bold = p < 0.05.
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Rombach, M.; Botero, J.; Dean, D.L. Finding Nori—Understanding Key Factors Driving US Consumers’ Commitment for Sea-Vegetable Products. Sustainability 2024, 16, 2107. https://doi.org/10.3390/su16052107
AMA Style
Rombach M, Botero J, Dean DL. Finding Nori—Understanding Key Factors Driving US Consumers’ Commitment for Sea-Vegetable Products. Sustainability. 2024; 16(5):2107. https://doi.org/10.3390/su16052107
Chicago/Turabian StyleRombach, Meike, Julio Botero, and David L. Dean. 2024. "Finding Nori—Understanding Key Factors Driving US Consumers’ Commitment for Sea-Vegetable Products" Sustainability 16, no. 5: 2107. https://doi.org/10.3390/su16052107
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