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Seaweed is an important source of nutrients and their consumption is considered an environmentally sustainable option. The study aims to contribute to the current literature exploring factors most capable of impacting on Italian consumers’ willingness to eat seaweed. Data were collected from a sample of 257 consumers in Italy by using a web-based survey and, after a factor analysis, a binary logistic regression model was applied. Even if the study shows an explorative approach, due to non-representative nature of the sample, findings suggest that there should be a potential for increasing seaweed consumption and production. Indeed, more information about seaweed organoleptic and nutritional characteristics, opportunities to find it in a menu, at gastronomic events or previous satisfactory eating experiences, should increase the grade of acceptance of this food in consumers. The study findings allow several implications for market interventions. In fact, promotional and informational tools could be usefully applied to satisfy consumers’ need of information. On the other hand, marketing tools, by improving the accessibility of this novel food through distributional channels, could be useful for supporting the development of a market niche, which up until now has been left unexplored in Italy.

An Explorative Study of Key Factors Driving Italian Consumers’ Willingness to Eat Edible Seaweed