The Determinants of the Adoption Intention of Eco-friendly Functional Food in Different Market Segments

Microalgae-based food is a source of proteins that, in comparison to meat, offers significant environmental and health-related benefits. A successful market introduction largely depends on consumer acceptance of this food. The current study investigates the motivational drivers and barriers of the adoption of Spirulina (a specific type of micro-alga)-enhanced food. By means of two qualitative studies and a quantitative survey with 1325 Belgian participants, early adopter consumer segments of Spirulina-enhanced food are identified (sporting individuals, vegetarians and foodies), and compared with a contrast group (life enjoyers). The motivational drivers and barriers to the adoption of eco-friendly Spirulina-enhanced food across the identified consumer segments is assessed. The results show that health consciousness and the willingness to compromise on taste are major motivational drivers of the adoption intention for sporting individuals, vegetarians and foodies. Neophobia only has a negative effect on this adoption intention for the foodies, while it does not play a role for sporting individuals and vegetarians. Neither food involvement nor environmental concern is a significant driver of Spirulina-enhanced food adoption intention. Implications for marketers and for policy makers are proposed.