The Role of Habit,Childhood Consumption,Familiarity, and Attitudes Across Seafood Consumption Segments in Australia

Australian consumers hold very favorable attitudes toward seafood, with key drivers to consumption being taste, convenience, diet variety, and health benefits. Nevertheless, despite these positive attitudes, seafood consumption remains below many other countries. In this article, we investigate the influence of habit including regular childhood consumption, familiarity with seafood, and attitudes toward seafood on seafood consumption and consumption occasions. Habit and lack of familiarity with seafood were found to lead to lower levels of seafood consumption, whereas positive attitudes toward seafood were associated with more regular seafood consumption. People who consumed seafood on a regular basis as a child were more likely to be more familiar with seafood and be in the habit of consuming seafood in adulthood. Patterns of childhood consumption occasions were found to be associated with adult consumption occasions. Based on these findings, we discuss possible strategies and behavioral interventions for further investigation, which are grounded in habit theory and are aimed at changing seafood eating habits, increasing childhood consumption, and reducing the lack of familiarity with seafood.     

Perceptions and preference for fresh seafood in an Australian context

Seafood as a whole food is highly nutritious. It is an important dietary source of protein, omega‐3 fatty acids and a wide array of highly bioavailable micronutrients. Despite the established health benefits associated with fish and seafood consumption, in Australia consumption levels still remain below those recommended for health. Although considerable research has been carried out on enablers and barriers to seafood consumption, the reasons Australian consumers do not consume recommended amounts of seafood while stating they would like to consume more seafood are complex and have not been fully illuminated. This paper reports on the development and results of a self‐administered questionnaire that aimed to identify consumer perceptions and preferences for fresh and frozen seafood. Data were collected through intercept surveys at an Australian university and 239 valid responses were received. Results confirmed respondent preference for fresh fish and seafood. There was significant confusion among respondents about what constitutes fresh seafood, with the term ‘fresh’ having different meanings to different respondents. Over half of respondents understood the term fresh to relate to seafood having been caught that same day. In comparison, approximately 15% understood fresh to reflect the accepted definition of having never been frozen. Additionally, results indicated respondents find it difficult to recognize if seafood is fresh, particularly in comparison with other meats. There is significant potential for the development of regulations for labelling of unpackaged seafood in order to allow consumers to make informed decisions about their purchases.     

Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry

The commodification of many food products, combined with increasing market share of supermarkets, has increased the importance of point of sale (POS) strategies in specialty food retailers such as fishmongers. This study seeks to develop strategies to improve the retailing of seafood in fishmongers, specifically oysters, an underutilized species; although they are eaten by many consumers, purchase frequency is low. A literature review identifies the key drivers and barriers to oyster consumption and the information consumers want at POS. Based on these findings, a retailing strategy is developed and tested in two consumer focus groups with results informing revisions to the recommended retail strategy, importantly including a change in collateral from a production focus to a consumption focus. This study contributes to theory and practice by bringing together the existing literature on drivers and barriers and consumer information requirements about oysters to develop and to test practical retail strategy concepts.     

Australian migrants’ social cultural adaptation and consumption behaviour towards food and alcohol

Australia is one of the most successful multicultural countries in the world due to successive waves of migration from Europe and recently Asia. Nonetheless, new migrants coming to Australia are not always able to adapt to Australian culture due to language and cultural barriers. Hence, the purpose of this study is to segment migrants based on their cultural adaptation and subsequently to examine similarities and differences between those segments in regards to their health‐related behaviour (i.e., alcohol and food consumption). A cross‐sectional study of migrants in Australia (N = 408) suggests that migrants from Asia have the greatest difficulty in adapting to the local culture due to language barriers. This study will assist public policy makers and social marketers in creating effective campaigns and interventions to reduce excessive alcohol consumption and obesity among migrants.     

A preliminary investigation of factors affecting seafood consumption behaviour in the inland and coastal regions of Victoria,Australia

This paper examines whether there are any substantial differences in factors influencing seafood consumption (at‐home) behaviour of consumers from two different regions of Victoria, Australia. We have used the logit modelling procedure and found that there exist noticeable regional differences in seafood consumption behaviour. In the case of the inland region, it is found that the variables price, distance, taste, quality and season are significant at the conventional level. For the coastal region, the factors quality, age and number of persons employed (at the 5% level) and size of households (at the 10% level) significantly influence the seafood consumption behaviour.     

Assessing demand reduction measures for rhino horn consumption

A review of studies that segmented consumers based on their willingness to consume rhino horn are given to identify the various motivational drivers and deterrents of illegal wildlife consumption in China and Vietnam. Medicinal motivations are the most significant stimuli for both Vietnamese and Chinese consumers who believe that the horn treats ailments. A review of campaigns that were developed to generate an awareness of the plight of this endangered species is conducted to highlight the problems of the celebrity-product degree of fit and eclipsing in the advertisements. We recommend that additional consumer behavior research on demand-reduction strategies for rhino horn should examine gateway behaviors that initiate consumption; evaluate the viability of diverting demand to substitute products (e.g., synthetic alternatives); investigate the counterfeit market for rhino horn and draw analogies from anticounterfeiting messages to decrease demand for an illicit product; and employ benchmarks to implement and assess the validity of campaigns targeted at Asian consumers to decrease demand. A few research methods are suggested based on the recommendations for future research.     

Trading Off Fish Health and Safety: Female Decision‐Making Processes toward the Risk of Methylmercury in Fish

This study takes a qualitative, point‐in‐time look at 26 females’ decision‐making processes toward trading off the risks of mercury and the health benefits of a seafood diet. The data revealed five different decision‐making processes, with 17 of the 26 participants indicating their fish consumption patterns did not change. Of the nine who changed their fish consumption in some way, six specifically reduced the amount of tuna they ate. Similarly, participants who were most at risk—women of childbearing age and those with young children—expressed fish consumption changes more frequently than others, especially in the amount of tuna they consumed.     

Exploring the influence of family on adolescents’ seafood consumption choices

Seafood in the adolescent diet has many benefits, yet a number of adolescents do not consume the recommended levels. Despite this the consumption of seafood by younger consumers has received scant attention in the extant literature. Previous studies on adolescents’ food‐related behaviour tend to focus on general choice mechanisms or perceptions of food and mainly relate to fruit and vegetable intake. The present study seeks to address this gap through investigating the impact of family upon the consumption of seafood by younger consumers through exploring adolescents’ attitudes and behaviour in regard to eating seafood. Utilizing an exploratory qualitative methodology, seven focus groups of adolescents aged 13–19 years were conducted at two schools in South West England. Discussions covered a range of issues related to adolescent seafood consumption. The use of thematic content analysis found that the family, and parents in particular, exert high levels of influence over adolescents’ consumption of seafood both at home and when dining out. The parent who does the shopping and cooking has the greatest role. Sibling preferences and dietary choices also influence whether seafood is served in the home. Of value to researchers and management are the insights gleaned into the influences on adolescents’ attitudes towards and behaviour in regard to eating seafood. In particular, encouraging seafood consumption will rely upon interventions aimed at both parents and children and need to take into account adolescents’ diet and lifestyle preferences, while also acknowledging the influence of peers and the school food environment.     

Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters

In Australia, oysters are perceived as luxury products or are reserved for special occasions, making their consumption infrequent. Point of sale (POS) strategies can encourage consumers to increase purchase frequency. This paper reports the results of a field trial conducted for the Australian oyster industry to increase oyster purchase frequency. Five non-monetary POS strategies were trialled over 16 weeks in seven specialty seafood stores. While issues with store POS strategy compliance made evaluation difficult, sales increased by 15–20%; the most effective strategy was in-store sampling. Management and staff commitment to the POS campaign positively impacted results.     

Coping with Time Pressure and Stress: Consequences for Families’ Food Consumption

This study explores the coping strategies that families apply when under time pressure and stress (time stress), and how such strategies affect food consumption at dinnertime. The data were based on photo interviewing methodology with a sample of 12 Norwegian children (ages seven and eight) and their parents. In this case, the children were asked to take photographs during their dinners at home and while shopping for groceries with their parents. The findings show that the most dominant explanation for time stress was the children’s participation in sport activities. In this regard, the families applied several coping strategies, such as skipping dinner and eating snacks instead, consuming convenience food, avoiding preference conflicts, planning for healthy dinners, involving children and grandparents in food preparation, and practising compensatory health beliefs and behaviours. This might be the first study that identifies parents’ use of compensatory health beliefs to justify children’s diets. More specifically, the parents stated that the children’s high activity levels could compensate for unhealthy food consumption. The strategies that were applied had varying influences on the families’ food consumption, depending on the parents’ confidence in cooking and meal-planning skills. It was found that parents with high confidence and skills were more likely to make healthy cooking a priority. Consequently, they served more healthy dishes at dinnertime, compared with other parents. Unlike previous studies, the findings indicate that children’s active lifestyles might not be directly related to healthy diets.     

Consumer Willingness to Pay for Seafood Safety Assurances

Despite its many health benefits, seafood consumption has declined partially due to consumers' safety concerns. Efforts to provide safety assurance to consumers have focused on provision of government inspection programs; programs that both consumer groups and the seafood industry have called inadequate. This study explores consumer preferences for a wide array of alternative safety assurances. Consumers' selection of and willingness to pay for seafood safety assurances were elicited using an in-person market-like experiment. Results indicate that consumers are able to demonstrate clear preferences and values for alternative assurances. This indicates further consumer research is warranted to provide a basis for public policy recommendations regarding seafood safety assurances.     

Fast‐food addiction and anti‐consumption behaviour: The moderating role of consumer social responsibility

This study aims to understand the drivers of fast‐food addiction and the role of consumer social responsibility (CSR) on the relationship between fast‐food addiction and anti‐consumption. Due to growing health concerns, an increasing number of consumers have been avoiding the consumption of fast food. Based on a sample of 539 respondents, all pertaining to generation Y in Pakistan, this study tests a model including addiction and anti‐consumption behaviour. Empirical results provide strong evidence that individual and sociocultural factors together with advertising practices influence consumers’ fast‐food addiction. Results also reveal that CSR moderates the relationship between fast‐food addiction and anti‐consumption behaviour. Interestingly, the present study pioneers the discussion on how addiction can drive anti‐consumption. The findings can help public policy makers and managers to understand consumers’ anti‐consumption tendencies and help promote healthier consumption habits.     

Drivers and barriers for city shopping: Perspectives from retailers and consumers in regional Australia

The decline of retailing in cities is well documented in the international literature, but to date there has been little research in Australia. The objective of this study, conducted in regional Australia, is to examine drivers and barriers for city shopping, and motivations for out-of-town shopping. Surveys were administered to retailers and city shoppers. Qualitative data were analysed using Leximancer to draw out relevant themes and concepts. Responses (n = 367) show store variety, customer service, car parking and the overall offering and experience are important drivers of city shopping, whilst expensive parking, empty shops, lack of amenities and store variety are commonly cited barriers.     

Survey Into the Seafood Consumption Preferences and Patterns in the Portuguese Population: Education,Age, and Health Variability

A survey into the seafood consumption preferences and patterns in the Portuguese population was carried out. Consumers were asked to state their preferences toward different kinds of fish products, to indicate their consumption frequencies of a total of 23 products, to mention the average meal portion, and to inform about the usual culinary treatments applied to the raw products. It was observed that the sensory characteristics of each product and cultural habits seem to influence serving size. For horse mackerel and canned sardines, an inverse correlation between education level and consumption frequency was found. Moreover, the consumption frequency of soaked cod, the main salted and dried fish in the Portuguese market, decreased with higher education. Older consumers were much fonder of wild fish and much more unwilling to consume farmed fish than the younger ones. It was also found that obese people deviate from other weight groups in that their preferences and consumption quantities are displaced to foods other than seafood.     

Fish Market Segmentation Based on Consumers' Motives,Barriers and Risk Perception in Belgium

This study's objective was to segment Belgian fish consumers based on their motives, perceived barriers, and their risk perception corresponding with fish consumption. Cross-sectional consumer data were collected in November 2004 through a self-administered questionnaire (n = 852). Cluster analysis distinguished between three consumer segments. Uncertain fish consumers indicate strong motives and a low risk perception, but experience some barriers to increase their fish consumption. Fish Lovers do not perceive any risk from eating fish and express strong motives and low barriers. Finally, Concerned fish consumers perceive few barriers, and they score relatively moderate on fish consumption motives, but express some doubts with respect to potential risks from eating fish. Profiling the clusters yields opportunities for targeted marketing strategies and product orientation.     

Changes in family food habits: the role of migration

The food habits of people generally dictate their nutritional well‐being, which subsequently affects their physical and mental health. A change in environment is one of the major factors that could bring about positive or negative changes in food consumption patterns. The food habits of 50 migrant families living in a suburb of Accra were studied to find out what changes have taken place as a result of a change in living environment. The homemaker in each family was interviewed to obtain information on socioeconomic characteristics, past and present food procurement and consumption patterns, food avoidances and factors that influence food selection and consumption. The findings revealed that, although the majority stuck to foods they were accustomed to, there were striking changes in sources of food procurement, the number of meals prepared at home and the relative frequency of consumption of some staple foods. One‐third of the study group felt that their diets had become poorer as a result of the change in environment. Two factors, time and money, were associated with the changes that had taken place. The study provides some evidence for the existence of inadequate diets among migrant families. This might even reflect a more serious situation facing the numerous migrant youth, who have no families to cater for them and, hence, put their health at risk. Home economists and other related professionals could be instrumental in drawing up intervention programmes to ensure adequate selection and consumption of food to promote good health among migrants to the city.     

Consumption of special diets among adolescents from 1999 to 2013: A population‐based study in Finland

Special diets are consumed as a treatment for diseases such as food allergies, diabetes, lactose intolerance, and coeliac disease. Lifestyle‐related diets, such as vegetarian, weight‐reducing, sports, bodybuilding, and low‐carbohydrate diets, can also be called special diets. The aim of this study was to examine the frequency of and reasons for special diet consumption as a therapeutic measure or as a lifestyle‐related choice among 12‐ to 18‐year‐old Finns. Nationwide cross‐sectional data were collected by mailed, self‐administered questionnaires in 1999, 2001, 2007, and 2013. The number of respondents varied from 3535 to 8219, and response rates ranged from 38% to 76%. Consumption of special diets, both for therapeutic purposes and as a lifestyle‐related choice, showed a significant increasing trend in 12‐ to 18‐year‐olds from 1999 to 2013 (p < .001). During the study period, the most frequently‐reported single diets in adolescents were vegetarian and lactose intolerance diets. However, a fluctuation trend was observed in the consumption of different lifestyle‐related diets. Further, a growing number of respondents, especially girls, reported simultaneous consumption of a combination of two or more therapeutic and/or lifestyle‐related diets. The reason(s) for choosing a therapeutic diet seems to stay constant during the studied period. In contrast, a wide variety of reasons such as health, wellbeing, body weight, ethical, and ideological reasons, and the avoidance of some specific foods were given for the consumption of lifestyle‐related diets. Our study results correspond well to the increased prevalence of common illnesses in Finland. Data also reveal the properties of special diet consumption among adolescents in the long run, and this highlights the need to further educate Finnish adolescents on nutrition literacy.     

Are Sustainable Consumers Health Conscious? A Segmentation Study of Wine Consumers

As a result of consumers’ increasing concerns with ethical, environmental, and health issues, sustainable consumption and production have become a popular topic of recent academic research and industry practices. The current study sought to provide in-depth insights into consumers’ views on sustainability by simultaneously examining their environmental and social awareness and behavior, health-conscious lifestyles, and diets; as well as the perceived importance of social and nutrition information on wine labels. Based on empirical data obtained through a web-based survey distributed to consumer panels in three markets – the US, the UK, and Germany – this research segmented wine consumers into four categories: Apathetic Consumers; Health-Conscious Diners; Holistic Perfectionists; and Ethical Advocates. The findings indicate that in general wine consumers are mindful about the environmental problems, social responsibility of companies, ethically produced and sustainably sourced products. The majority adhere to healthy lifestyles and watch their diets. Nevertheless, with the exception of only one cluster (Holistic Perfectionists), wine consumers do not actively seek social, environmental, or nutritional information on wine labels. This study shows that, at least currently, the preferences for the social factors are unlikely to outweigh dominating traditional wine purchase drivers, such as price, brand, country of origin, and grape variety. Industry implications for tailored marketing strategies are discussed.     

Consumer coping strategies: a study of consumers committed to eating local

This paper deals with consumer coping strategies when consumers experience difficulties in implementing an innovation. The particular setting for exploring this issue is a group of consumers in Michigan who are committed to eating local. The paper explores how these consumers cope or balance their commitment to eating local with the constraints they face on buying and preparing local food Following a literature review of coping strategy and consumer coping strategies in relation to innovations, the paper presents the results of three focus groups conducted with members of a Student Organic Farm, a food cooperative and a Slow Food Convivium. The consumers we interviewed mostly adopt problem‐centred, confrontative strategies: they change their food‐consumption habits including shopping, purchasing, cooking, storing and obviously, eating. None of these changes are easy to implement, and most require re‐allocations of time as well as trade‐offs to overcome time and cost barriers. In return, some of these consumers feel empowered. This study allows us to offer a working hypothesis that the process is dynamic: the more committed consumers are, the more they adopt problem‐centred, confrontative strategies and forget more fatalist emotion‐centred or avoidance strategies. These findings contribute to literature on consumers' coping strategies and suggest future research avenues.