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Version 3.22
Publication Type J
Authors Custodio, M., A. I. Lillebo, R. Calado and S. Villasante
Title Halophytes as novel marine products-A consumers' perspective in Portugal and policy implications
Source Marine Policy
Language English
Author Keywords Halophytes Contingent valuation Consumers Survey Seafood Salt willingness-to-pay salicornia-ramosissima purchase intention personality-traits gender-differences food neophobia eating habits salt intake life-style local food Environmental Sciences & Ecology International Relations
Abstract Consumers today demand healthier and more sustainable seafood products that are tasty and convenient. Plantbased foods have been particularly sought for and the development of novel products in this category is expanding. Halophytes are emerging as a new category of marine vegetables with distinct organoleptic characteristics and functional properties. In Portugal, the promotion of halophytes as salt alternatives is already advocated up to the policy level but halophyte-based products are still uncommon. Consumers are normally skeptical towards new foods and acquiring consumer insights through surveys has proven invaluable to inform marketing strategies that positively impact consumer acceptability. The objectives of this study were to examine consumers' perspective and willingness-to-pay (WTP) for fresh-cut halophyte vegetables and collect data for consumer segmentation to inform future marketing initiatives to introduce halophytes. Based on 268 in-person interviews at point-of-purchase locations in Aveiro, Portugal, the results showed that halophytes are still alien to the majority of consumers. A package with 50 g of fresh-cut Salicornia was used to assess consumer preferences and average WTP was 2.10 euro . Female respondents reported higher WTP and positive vegetable-intake diversification seems to predict higher WTP as well. Using the Food-Related Lifestyle instrument and cluster analysis, three consumer segments were identified ('adventurous', 'conservative', and 'careless' consumers) and the 'adventurous consumer' is arguably the most interesting segment to introduce edible halophytes. The findings of this study can inform consumer-based pricing and marketing strategies towards a successful introduction of these novel marine vegetables to Portuguese consumers and encourage similar approaches elsewhere.
Author Address [Custodio, Marco; Lillebo, Ana, I; Calado, Ricardo] Univ Aveiro, ECOMARE, Aveiro, Portugal. [Custodio, Marco; Lillebo, Ana, I; Calado, Ricardo] Univ Aveiro, Ctr Environm & Marine Studies CESAM, Dept Biol, Aveiro, Portugal. [Custodio, Marco] Flanders Marine Inst, Wandelaarkaai 7, B-8400 Oostende, Belgium. [Villasante, Sebastian] Univ Santiago Compostela, Fac Econ & Business Adm, Santiago De Compostela 15782, A Coruna, Spain. [Villasante, Sebastian] Univ Santiago Compostela, Dept Appl Econ, Cross Res Environm Technol CRETUS, Santiago De Compostela, Spain. Custodio, M (corresponding author), Flanders Marine Inst, Wandelaarkaai 7, B-8400 Oostende, Belgium.; Villasante, S (corresponding author), Univ Santiago Compostela, Dept Appl Econ, Santiago De Compostela, Spain. mfc@ua.pt; sebastian.villasante@usc.es
ISSN 0308-597X
ISBN 0308-597X
29-Character Source Abbreviation Mar. Pol.
Publication Date Nov
Year Published 2021
Volume 133
Beginning Page 11
Digital Object Identifier (DOI) 10.1016/j.marpol.2021.104731
Unique Article Identifier WOS:000701120000014

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Credits – Tim Flowers, Joaquim Santos, Moritz Jahns, Brian Warburton, Peter Reed