A cross-sectional study on consumer approaches towards seaweed value-added food products from Bangladesh

Seaweed and seaweed-based value-added food products have been consumed in Asian countries such as China and Japan for many centuries. However, they remain relatively new food items in Bangladesh due to the absence of a culinary tradition involving seaweed. The present study aimed to determine consumer approaches towards consuming seaweed value-added food products in Cox's Bazar, a coastal city in Bangladesh. A survey and a sensorial tasting session were conducted during a seaweed food festival in February 2022. Various food items were prepared by incorporating dry seaweed into dishes and served during the festival. Data collection involved a cross-sectional questionnaire survey with 20 questions categorized into six sections: confidence, knowledge, attitude, neophobia, satisfaction, and willingness. A total of 136 respondents participated in the survey. The data were analyzed using Pearson correlation, multiple linear regression, and Hayes Process Macro Model 4 to identify relationships among the categories. The highest mean score was observed for willingness (4.35), while neophobia had the lowest mean (3.85). Although multiple linear regression did not yield significant results across all categories, a strong positive correlation was found between confidence and willingness (r = 0.695, p < 0.01). The findings suggest that neophobia is a significant barrier to the acceptance of seaweed-based products in Bangladesh. Consumer hesitancy to try unfamiliar foods was identified as a primary challenge to the widespread adoption of seaweed value-added products. This highlights the need for strategies to enhance consumer confidence, willingness, and attitude. To overcome neophobia, the study recommends targeted training and education for potential buyers. Developing seaweed-based products with familiar flavors could also improve consumer acceptance by aligning with local preferences. These steps may increase the willingness and confidence of consumers, ultimately fostering the growth of the seaweed product market in Bangladesh.