Seafood Not from the Sea: Examining Consumer Behavioral Intentions Toward Plant-Based Seafood

Abstract

The intensifying challenges of climate change and marine resource depletion have propelled plant-based seafood to become the forefront of sustainable food innovations. Although this sector has experienced remarkable technological advancements globally, empirical research on consumer acceptance, particularly in Taiwan, remains limited. This study examines consumer behavioral intentions toward plant-based seafood by integrating value-belief-norm (VBN) theory with the dimensions of food neophobia and technological trust. Through structural equation modeling analysis of data from 280 Taiwanese consumers, our study yielded three significant findings. First, biospheric values strongly influence environmental beliefs (β = 0.913, p < 0.001), which subsequently shape personal moral norms and purchase and advocacy intention. Second, environmental beliefs function as critical mediators between biospheric values and moral norms, underscoring the essential role of environmental consciousness in consumer decision making. Third, technological trust directly predicts purchase and advocacy intention (β = 0.528, p < 0.001). These findings contribute to both theoretical understanding and practical applications in sustainable food adoption. We recommend that industry stakeholders enhance product transparency through certification systems and emphasize environmental benefits to foster consumer acceptance. This research advances our understanding of the psychological mechanisms driving sustainable food choices, while providing actionable insights for market development.