Buying seafood: Understanding barriers to purchase across consumption segments

Article English OPEN
Birch, Dawn ; Lawley, M. (2012)

Most consumers have positive attitudes toward seafood and consider it to be an important part of a healthy and balanced diet. However when purchasing seafood, consumers also weigh up various risks which may act as barriers to consumption. In this paper, the findings of an online survey of Australian consumers (. n=. 899) which explored both drivers and barriers to seafood consumption are discussed. The primary focus of this paper is to explore the perceived risks of seafood consumption and how these vary across consumption levels. Perceived risks associated with seafood consumption include functional, social, physical, psychological, and financial risk. With the exceptions of physical and financial risk, perceptions of risk varied across regular, light and very light seafood consumption segments. Lighter fish consumers were more likely to perceive functional risk associated with being less informed and less familiar with fish, experience more difficulties with selecting fish, recognising if fish is fresh, and preparing and serving fish than more regular fish consumers. Regular seafood consumers were less likely than lighter seafood consumers to perceive social risk arising from other members of their household not liking fish. Moreover, regular seafood consumers were less likely to perceive psychological risks associated with unpleasant past experiences or unpleasant sensory qualities, such as not liking the smell of fish and not liking to touch fish. Based on these results strategies for reducing perceived risks as a means of stimulating fish consumption are proposed for further investigation. © 2012 .
  • References (75)
    75 references, page 1 of 8

    Angulo, A. M., & Gil, J. M. (2007). Risk perception and consumer willingness to pay for certified beef in Spain. Food Quality and Preference, 18, 1106-17.

    Arvanitoyannis, I. S., & Krystallis, A. (2005). Consumers' beliefs, attitudes and intentions towards genetically modified foods, based on the perceived safety vs. benefits' perspective. International Journal of Food Science and Technology, 40, 343-60.

    Australian Bureau of Statistics (2011). Census data [www page]. URL http://www.abs.gov.au/websitedbs/censushome.nsf/home/Data Baird, P. D., Bennett, R., & Hamilton, M. (1988). The consumer acceptability of some underutilised fish species. In D.M.H. Thomsen (Ed.) Food acceptability (pp. 431-42). London: Elsevier Applied Science.

    Bandura, A. (1997). Self-efficacy: The exercise of control. New York: W.H. Freeman.

    Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3, 166-177.

    Bauer, R. A. (1960). Consumer behaviour as risk taking. In R. S. Hancock (Ed.), Dynamic marketing for a changing world. Proceedings of the 43rd Conference of the American Marketing Association, Chicago, Illinois (pp. 389-98).

    Bean, N. H., & Griffen, P. M. (1990). Food borne disease outbreaks in the United States, 1973-1987: Pathogens, vehicles and trends. Journal of Food Protection, 5, 804-18.

    Bettman, J. R. (1973). Perceived risk and its components: A model and empirical test. Journal of Marketing Research, 10, 184-90.

    Birch, D., & Lawley, M. (2010). Repositioning Australian Farmed Barramundi: Online Consumer Survey Findings, Australian Seafood Cooperative Research Centre and the University of the Sunshine Coast, September 2010.

    Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behaviour. (9th ed.). Fort Worth, Texas: Harcourt.

  • Metrics
    0
    views in OpenAIRE
    0
    views in local repository
    127
    downloads in local repository

    The information is available from the following content providers:

    From Number Of Views Number Of Downloads
    Bournemouth University Research Online - IRUS-UK 0 127
Share - Bookmark