Snacks, sweets, soups, salads and shakes: investigating predictors of kiwi consumers’ willingness to recommend and pay more for sea-vegetable products

Sea-vegetables have gained increased importance in New Zealand. The present study investigates predictors impacting New Zealand consumers’ willingness to recommend and pay more for sea-vegetable-based products. Based on an online consumer survey using partial least square structural equation modeling, results indicate that willingness to pay a price premium, the importance of social impact, intangible product attributes and product information were the strongest predictors. Similarly, food safety concerns and the importance of intangible product attributes and product information were the most important predictors of consumers’ willingness to recommend sea-vegetables. Recommendations for NZ food marketers are provided.