Exploration of seaweed consumption in Norway using the norm activation model: The moderator role of food innovativeness

Seaweed is considered to be a sustainable and healthy food source. However, for western consumers, it remains an unfamiliar source of food. Using sample 426 Norwegian this study aimed explain predict seaweed consumption using extended version the norm activation framework with prospective design, including behaviour consumer innovativeness. Confirmatory factor analysis was conducted validate reliability measurements, while structural equation modelling applied test hypothesised relationships. The findings support ability intention consuming seaweed. Moreover, determined positive relationship between awareness health consequences intention, as well ascription responsibility intention. Intention innovativeness are both predictors consumption. Consumer positively moderates