The world's growing population is putting immense pressure on natural resources and food security. Algae, as a sustainable and nutrient-rich alternative protein source, have gained attention due to their lower environmental impacts and potential health benefits. However, consumer acceptance remains a key challenge, especially in developing countries where awareness is limited. This study investigates the factors influencing Iranian consumers' willingness to consume algae-based foods through the Theory of Planned Behavior (TPB). A survey involving 445 respondents from Mashhad, Iran, was conducted, and the data were analyzed using structural equation modeling. The findings reveal that attitude has the strongest influence on consumption intention, followed by food disgust, subjective norms, knowledge, moral norms, and environmental concerns. Attitude also mediates the relationships between the constructs of disgust, moral norms, knowledge, and environmental concerns with consumption intention. Furthermore, the findings indicate that attitude constitutes the fundamental mechanism of the relationship between knowledge, environmental concerns, and intention. On the other hand, moral norms confirm the existence of a relationship between the subjective norms construct and consumption intention, such that moral norms shape the fundamental mechanism of the relationship between subjective norms and attitude, emphasizing the profound influence of moral values in Iranian consumption culture. In contrast, food neophobia did not have a significant impact on consumption intentions, indicating an openness towards dietary innovations among Iranians. This research contributes to the theoretical advancement in this field by identifying the direct, indirect, and total effects of the extended Theory of Planned Behavior components on the decision to consume algae or algae-containing foods. Practically, the findings from this study can provide guidance for effective introduction and promotion strategies of algae-based food products in emerging markets.

Shifting from conventional methods of food production to genetic modification methods benefits sustainable agri-food production and environmental preservation. However, one of the main problems genetically modified food manufacturers have ever had to deal with is the public acceptability of GM foods. This study has two major objectives. First, it intends to apply principles from behavioral economics to investigate how consumers’ willingness to pay for GM corn oil can be affected. For this purpose, two different nudges are tested by providing consumers with positive information regarding GMO and changing the wording of the GMO label. Then, a comparison between the effectiveness of each of them is provided. Second, it investigates the impact of trust in GM food institutions, GMO information, and perceived GMO risk on both WTP for GM edible oil and the effectiveness of each nudge. A between-subjects choice experiment with a sample size of 550 Iranian corn oil consumers was conducted in Mashhad from March to April 2021. The results of mixed logit models indicate that both nudges affected consumer valuation of GM corn oil significantly, while their effectiveness differed according to the consumer level of trust in the GM food institutions and the perceived risk of GMO. Increasing consumer trust and information raises the WTP for GM corn oil; however, perceived risk has no effect. This study introduces effortless tools that GM food manufacturers can consider in their marketing strategies to affect consumers in the desired way.

ISHS V International Symposium on Saffron Biology and Technology: Advances in Biology, Technologies, Uses and Market Developing strategies to protect saffron production and market in Iran