Who eats seaweed? Barriers and motivations in Japan versus the United Kingdom

Seaweed is widely recognised as a nutritious and sustainable food, yet its adoption varies markedly across cultures. This paper examines consumer acceptance of seaweed in the United Kingdom and Japan using national survey data. Japan offers a context with a long-standing tradition of seaweed consumption, while the UK represents a country where seaweed remains largely unfamiliar in everyday diets. By comparing these contrasting cases, we identify how social, cultural and psychological factors shape attitudes toward this environmentally and nutritionally beneficial food. We explore four dimensions of seaweed perception: current consumption, ease of access, willingness to eat it in future and perceived health benefits. The results reveal strong cross-cultural differences, with education, political orientation, and trust in institutions emerging as key predictors, but with distinct patterns across countries. In the UK, consumption is higher among ethnic minorities and the university-educated, while in Japan, it is more common among women and those on the political right. Although pro-environmental attitudes are often assumed to drive seaweed uptake, our findings suggest that behavioural change is shaped by a broader set of factors. By comparing two culturally distinct markets, the study offers insights that may inform efforts to promote sustainable eating practices in other regions.