publication . Conference object . 2014

Using the Theory of Planned Behaviour to understand the Ethical Purchasing Gap of sustainable seafood consumption in the UK

Musarskaya, M.; Birch, Dawn;
Open Access English
  • Published: 01 Dec 2014
  • Country: United Kingdom
The sustainable seafood movement has the potential of reversing the current trends of seafood consumption which are leading toward a global breakdown of seafood species. A series of initiatives have been created to cultivate interest in consumption of sustainable seafood. However, research indicates that consumers’ intention to purchase sustainable seafood does not always translate into actual purchase behaviour, which creates an Ethical Purchasing Gap (EPG). The Theory of Planned Behaviour (TPB) is used to identify affordability, lack of awareness of sustainability, lack of knowledge and confidence in cooking as key barriers and awareness of sustainability, att...
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