Attitudes and perceptions towards microalgae as an alternative food: A consumer segmentation in Switzerland

Franco Lucas, Barbara; Brunner, Thomas (2024). Attitudes and perceptions towards microalgae as an alternative food: A consumer segmentation in Switzerland Algal Research, 78, p. 103386. Elsevier 10.1016/j.algal.2023.103386

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Microalgae can be considered an alternative food with a great future in the food industry due to their nutritional composition and sustainable benefits. In this context, this study aimed to identify segments of consumers in Switzerland regarding their attitudes and perceptions towards microalgae-based foods, describing their behavioural patterns and sociodemographic characteristics. Flyers containing a link to an online survey were sent to randomly selected postal codes in Switzerland. After data cleaning, 584 questionnaires remained. Cluster analyses were performed to segment consumers, and six distinguished consumer segments were identified. The results indicated four segments with a more positive attitude towards microalgae: ‘microalgae supporters and health eaters,’ ‘innovative and adventurous’, ‘aware and open-minded’ and ‘uninformed but susceptible.’ These segments were, therefore, more open to accepting and consuming microalgae-based foods. Strategies for reaching these segments, as well as the ones more sceptical towards microalgae, named ‘conservatives’ and ‘microalgae avoiders and traditional’, were proposed. This information can be valuable for microalgae producers, marketers and policymakers, helping to increase the demand for these alternative and sustainable foods.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Food Business and Consumption School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production > Consumer Behaviour
Name:	Franco Lucas, Barbara and Brunner, Thomas0000-0002-6770-6548
ISSN:	2211-9264
Publisher:	Elsevier
Language:	English
Submitter:	Barbara Franco Lucas
Date Deposited:	01 Feb 2024 14:32
Last Modified:	01 Feb 2024 14:32
Publisher DOI:	10.1016/j.algal.2023.103386
Uncontrolled Keywords:	Algae Cluster analyses Market segments Online survey Segments of consumers Sustainability
ARBOR DOI:	10.24451/arbor.21066
URI:	https://arbor.bfh.ch/id/eprint/21066