This paper examines the factors that influence the acceptance of the new products. 304 participants from ages 16 and above were each given a sample of seaweed cake, seaweed chocolate, seaweed crackers and seaweed biscuits to taste. Data on consumers’ characteristics and consumers’ willingness to accept these products were collected through a selfadministered questionnaire. The study shows that consumers’ characteristics play a significant role in the food choice. Beliefs the consumers hold about the outcome of accepting the new food products will strongly affect his/her acceptance of the new seaweed food products.