Understanding consumer resistance toward and acceptance of plant-based fish: An innovation resistance theory perspective

Plant-based fish has gained attention as a sustainable alternative to conventional seafood amid rising environmental, health, and ethical concerns; however, empirical evidence on consumer acceptance of this novel food category remains limited, particularly in comparison with the well-studied plant-based meat sector. Hence, this study examines consumer resistance toward and acceptance of plant-based fish. To do so, an adjusted Innovation Resistance Theory framework that simultaneously considers functional and psychological barriers alongside supportive sustainability and ethical perceptions was applied. Data were collected through an online survey of 202 U.S. consumers with recent fish consumption experience and analysed using Partial Least Squares Structural Equation Modelling. The findings reveal that perceived value-related barriers, especially expectations regarding texture, flavour intensity, visual appearance, and overall worthwhileness, are the factors most strongly negatively associated with consumers' intention to purchase plant-based fish. This highlights the importance of perceived experiential quality attributes in relation to consumer resistance. Psychological barriers, notably tradition and image, are also negatively associated with purchase intention, highlighting how cultural norms, social expectations, and affective reactions such as disgust, aversion toward unfamiliar foods, and distrust are related to lower acceptance of plant-based fish. In contrast, usage- and risk-related barriers are not significantly associated with purchase intention. Sustainability and ethical perceptions are positively associated with purchase intention, yet their effect remains secondary and insufficient to fully offset resistance rooted in sensory dissatisfaction and cultural misalignment. The results offer targeted insights for product developers, marketers, and policymakers seeking to improve the market viability of plant-based fish and support pathways to more sustainable seafood consumption.