The Influence of Consumer Characteristics on the Acceptance of New Seaweed Food Products


  • Phang Ing @ Grace Universiti Malaysia Sabah
  • Lee Yong Ling Universiti Malaysia Sabah
  • James Eng @ James Mohd Alin Universiti Malaysia Sabah


This paper examines the factors that influence the acceptance of the new products. 304 participants from ages 16 and above were each given a sample of seaweed cake, seaweed chocolate, seaweed crackers and seaweed biscuits to taste. Data on consumers’ characteristics and consumers’ willingness to accept these products were collected through a self-administered questionnaire. The study shows that consumers’ characteristics play a significant role in the food choice. Beliefs the consumers hold about the outcome of accepting the new food products will strongly affect his/her acceptance of the new seaweed food products.


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How to Cite

@ Grace, P. I., Ling, L. Y., & @ James Mohd Alin, J. E. (2017). The Influence of Consumer Characteristics on the Acceptance of New Seaweed Food Products. Jurnal Kemanusiaan, 8(1). Retrieved from