Consumers differ considerably in the degree to which they eat fish and shellfish relative to other meat types. In this study, the theory of Planned Behaviour was used to explain intention to buy three specific seafood categories- fresh fish, frozen fish and shelled shrimps. The impact of attitude towards buying the product, of perceived social pressure to buy or not buy the product, and of perceived lack of capability or control of buying and preparing the product was analysed using data from a representative sample of Danish consumers (n=800). The results of multiple regression analysis indicate major differences in the factors determining intentions to buy and consume each of the three seafood categories.
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