Consumers often resist trying novel foods such as seaweed even though their cultivation can provide substantial benefits to the environment. Therefore, research in consumer acceptance is needed before launching a novel food product in the market. We conduct a framed field experiment with adult consumers to investigate US consumers’ willingness to pay (WTP) for three seaweed products: seaweed salad, kelp noodles, and a seaweed snack. The results suggest that there is a potential market for seaweed food products in the United States, as 35% of participants chose to purchase at least one seaweed product. Demographic variables matter in consumers’ choices. For instance, we find a negative WTP premium for female shoppers and primary household shoppers and a positive WTP premium for individuals who had a higher level of education and who were interested in improving the healthfulness of their diets.

中文翻译：

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海藻类产品在美国有潜在市场吗？关于消费者接受度的框架式现场实验

消费者通常拒绝尝试海藻等新食物，即使海藻的种植可以为环境带来巨大的好处。因此，在将新型食品推向市场之前，需要对消费者的接受程度进行研究。我们对成年消费者进行了一项框架式实地实验，以调查美国消费者对三种海藻产品的支付意愿 (WTP)：海藻沙拉、海带面条和海藻零食。结果表明，海藻食品在美国存在潜在市场，因为 35% 的参与者选择购买至少一种海藻产品。人口统计变量对消费者的选择很重要。例如，