Meat consumption is responsible for a significant proportion of global grenhouse gas emissions (GHGs). Overconsumption of red meat is linked with increased health problems, including obesity and heart diseases [1]. Increasing consumption of aquatic and plant-based foods has been suggested as an alternative trajectory to improved human and planetary health
Seaweed is a rich source of macro (protein, fibre) and micronutrients (iron, iodine), offering human health and environemtnal benefits to both reduce and offset the social costs of meat consumption.
The food industry is starting to explore seaweed as a new market and business venture opportunity and the UK can play an important role in seaweed aquaculture because of its underutilised coastline. The UK can capitalise on seaweeds such as spirulina and chlorella as the new trends in the alternative protein market in the EU [2].
However, per capita seaweed consumption in the UK/EU is still relatively low. Policymakers and potneital producers need to understand consumer behaviours towards replacing meat by seaweed alternatives.
Focusiing on the demand side, this project will apply choice modelling combined with agent-based models (ABM) to understand consumer preferences and time lags related to the increased incorporation of seaweed products in the UK diet.
Objectives:
O1) To understand how the UK consumers view dietary shifts towards increased seaweed consumption
O2) To identify demand attributes, including sensorial characteristics affecting consumer choices towards seaweed products, and willingness to pay for environmental versus health attributes.
O3) To identify and model the main variables affecting the large-scale incorporation of seaweed products into the UK diet.
O4) To model the time lags in shifting towards healthier and more sustainable diets incorporating seaweed alternatives, including the role of access to information, policy and the influence of peer pressure.
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