Factors influencing the willingness to purchase and consume microalgae-based foods: An exploratory consumer study

The aim of this study was to identify factors that influence consumers' willingness to purchase and consume microalgae-based foods. Data from an online survey (n = 583) conducted in Switzerland were analysed using multiple linear regression. The model revealed that the consumers interested in purchasing and consuming microalgae-based foods had low scepticism towards new food technologies, believed that high meat production and consumption negatively impact sustainability and were interested in protecting the environment. The results contribute to the existing literature and assist the food industry and the gastronomy sector in reaching target consumer groups. •Factors that influence the willingness to eat microalgae-based foods were evaluated.•Factors that affect the willingness to buy microalgae-based foods were evaluated.•Consumers with a low phobia towards novel food technology were more willing to buy.•Consumers interested in animal production sustainability were more willing to buy.•Strategies to increase the demand for microalgae-based foods were proposed.