The purpose of this paper is to profile the consumers who are likely to eat seaweed products in Australia. The paper identifies education, familiarity, food neophobia (FNeo), symbolic value of food consumption, health consciousness, as well as snacking behaviour as significant predictors of likelihood to eat seaweed products. Consumers with a university degree (i.e. undergraduates and postgraduates) are four times more likely to eat seaweed products, and those familiar with seaweed products have a 7.6 higher likelihood to eat seaweed products. FNeo makes the largest contribution to the consumer’s likelihood to eat seaweed.
