Situational determinants of fish consumption

Abstract

Despite having properties well-suited to``healthy-eating'', fish is a declining product. Consumers' evaluations of fish are known to differ between consumers and non-consumers, but the precise differences, which might be of use in the development of a marketing campaign, are vague. Analyses suggest that the factors that influence consumer choice are predominantly environmental, and a model of situational determinants of consumption (the behavioural perspective model or BPM) is proposed as a theoretical framework. A random sample of UK consumers (n = 311) provided information on their past and intended purchasing of three types of fish product ± fresh, frozen and canned ± and on their beliefs regarding the consequences of fish consumption. Factor analysis reveals that such beliefs regarding fish fall into one of five components: versatility, situational relevance, negative properties, economy, and convenience. Multiple regression analysis indicates that these are differentially related to fish consumption. In general, fish consumers differed on all five factors from non-consumers, but important deviations from this generalisation were identified for fresh, frozen and canned fish. Suggestions for marketing action and further research are derived from the practical applicability of the results and the support they provide for components of the BPM.

Fish consumption preferences and factors influencing it

“…Consumers' perception of the smell of fish, fish bones, and fish price is not as positive as their perception of its health benefits (Verbeke & Vackier, 2005). Leek et al (2000) stated that fish bones are one of the most important factors reducing consumption frequency, and they added that fish bones cause problems in cooking and preparation.…”

Dietary Intake and Food Sources of EPA, DPA and DHA in Australian Children

“…Alternatives such as farmed fish may need to become a greater food source for delivery of n-3 LCPUFA. Therefore the challenge is to encourage non-fish eaters to include fish and seafood in their habitual diets, and to overcome reported barriers to intake, including undesirable physical properties (smell and bones), difficulties with preparation and cooking, unaffordability, presence of food allergies, and a perceived risk of pollutants [38,[50][51][52]. Communication of health messages that encourage children to include more fish in their diet [53,54] will be one aspect, while educating parents and caregivers about practical, easy ways to prepare fish dishes may be of higher importance.…”

Measuring People’s Attitude towards the Life Insurance in Rangpur City Corporation in Bangladesh

“…While Leek et al [14] Honkanen et al [15] Olsen [16] reported that price, value for money and household income were not perceived as a barrier for insurance consumption [17] found that high price had a negative impact on attitude toward consumption. Financial literacy is strongly and positively related to attitudes towards insurance consumption [18].…”