Friterade sjöstjärnor, knöltångssallad eller panerad signalsjögurka till lunch?: En studie av svenska kustboendes acceptans till alternativa typer av havsmat

Sammanfattning: This paper applies an explorative approach to research south Swedish coast inhabitants’ acceptance towards local non-traditional seafood. The paper’s basis is derived from a report that points out the potential of sustainable harvesting and cultivation of species groups belonging to cnidaria, crustaceans, molluscs, echinoderms, tunicates and algae along the Bohus coast. The Tripartite model of attitudes was utilized in order to map out the extent of acceptance. To reach a wider understanding, environmental tendencies and demographic information were adopted into the analysis. Results from 161 survey responses showed a mixed response where a minority of respondents displayed skepticism and low acceptance and the majority group had a neutral to high acceptance. The group with higher acceptance showed overall higher correlation with former experience, positive affective components and higher probabilities of testing, and also in general a higher degree of environmental tendencies. The results of the group of low acceptance had the same but opposite correlations. This generates the conclusion that increased experience and knowledge can foster higher acceptance, which is something that can also be identified as an opportunity in increasing acceptance. The willingness to try increased in situations where the individuals had to take less action themselves, such as cooking or buying at a food market. Demographic information did not carry any explanation of the acceptance. Obstacles to an increased consumption that were identified were low experience, level of disgust and low knowledge of methods of cooking and knowledge about the sustainability aspect. The paper expands the scope for multiple opportunities for increased sustainable consumption and further research in the field of alternative seafood.