A cross-country analysis of how food-related lifestyles impact consumers' attitudes towards microalgae consumption

Algae as novel food is a promising alternative protein source due to its potential contribution to healthier and sustainable food consumption. From this background, we analyze attitudes towards microalgae as food in three Western European countries (Germany, France, and the Netherlands). In addition to insights across countries and gender, we use the food-related lifestyle instrument with its 23 dimensions to explain heterogeneity in attitudes towards microalgae as food. We found pronounced heterogeneity across countries and across gender. Taken together, our results show that the target group for microalgae as food in these Western European countries prefers a healthy lifestyle, is open to try new food and recipes, and is characterized by vegetarian or low meat consumption. These consumers also have a focus on organic production and are interested in the availability of food product information. Further, we could confirm that the price of microalgae must be competitive to meat and meat-based products to increase positive attitudes. From this, our findings contribute to the body of knowledge with respect to drivers and barriers of consumer preference for microalgae as food. In particular, we provide important implications for food producers and marketers, who are interested in increasing acceptance and market share for microalgae as food. •We analyze how food-related lifestyle explain attitudes for microalgae as a food.•Cross-country analysis reveals nuanced results for drivers of microalgae attitudes.•Our findings provide important implications for food producers and marketers.