Consumer’s willingness to try new microalgae-based food in Indonesia

Microalgae has been an under-researched food ingredient that is high in protein. In Indonesian context, research on consumer's willingness to try microalgae as a food ingredient should be performed. This research was performed to examine the factors influencing consumers' willingness to try microalgae. Data were collected from 535 respondents using a structured questionnaire distributed via Google Form on social media which were then analyzed using Structural Equation Models-Partial Least Square, with initial tests of internal consistency and reliability of questionnaire items carried out using the Pearson Product Moment correlation analysis. The results showed that consumer willingness to try microalgae-based food was positively and significantly influenced by consumer lifestyles towards food and consumer behavior (knowledge, attitudes, involvement and subjective norms). This finding indicates that there is a fairly broad opportunity to develop microalgae as a food ingredient in Indonesia. The government is encouraged to support the promotion of microalgae as health food. Positive support from the government is expected to drive marine farmers, entrepreneurs, food processing industries, cultivators, distributors and food retailers to further enhance the microalgae businesses. • Microalgae contains protein, carbohydrates, and minerals as potential novel food. • Indonesian people are not phobic about new foods. • Attitudes, knowledge and involvement towards food influence acceptance of new foods. • Food-Related Lifestyle and subjective norms on healthy food are important factors. • It is very possible for microalgae to be developed for the food industry.