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Costa, E., Bergman, P., Niimi, J. & Collier, E. S. (2024). Exploring seafood choices at the point of purchase among a sample of Swedish consumers. British Food Journal, 126(13), 269-285
Open this publication in new window or tab >>Exploring seafood choices at the point of purchase among a sample of Swedish consumers
2024 (English)In: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 126, no 13, p. 269-285Article in journal (Refereed) Published
Abstract [en]

Purpose: Seafood consumption in Sweden is below the national recommendations and limited to very few species. This study aims to explore the factors shaping seafood choices at the point of purchase among a sample of current consumers in Sweden, and examines their attitudes regarding seafood consumption more broadly. Design/methodology/approach: Convenience sampling was used to recruit consumers planning to purchase seafood at a supermarket in Sweden. Participants’ shopping trip was recorded using wearable eye tracking glasses and, upon completion, semi-structured interviews were conducted using a cued retrospective think aloud method. This exploratory study integrates qualitative data (N = 39) with eye tracking data (N = 34), to explore how seafood choices unfold when consumers purchase at the point of purchase. Findings: Purchases were mostly restricted to familiar seafood species. Four interlinked main themes were identified from thematic analysis of the interview data: Ambivalence, Nice and Necessary, Proficiency with Seafood and External Influences. Sustainability information (e.g. certifications) faced strong competition from other visual elements at the point of purchase, receiving less attention than product imagery and pricing information. Originality/value: This study is the first to explore the factors shaping seafood choices of current consumers at the point of purchase. The unique approach, combining explicit and implicit measures, enriches understanding of the factors influencing seafood choices and how these may interrelate. The results are valuable for the industry and contribute to the literature by identifying possible routes to improve seafood sustainability communication.

Place, publisher, year, edition, pages
Emerald Publishing, 2024
National Category
Food Science
Identifiers
urn:nbn:se:ri:diva-73251 (URN)10.1108/BFJ-08-2023-0702 (DOI)2-s2.0-85192569885 (Scopus ID)
Note

 This project was funded by Blue Food – Centre for future seafood, with contributions fromFORMAS – a Swedish Research Council for Sustainable Development (grant number 2020-02834) andRegion V€astra G€otaland (grant number RUN 2020-00352)

Available from: 2024-05-23 Created: 2024-05-23 Last updated: 2024-05-23Bibliographically approved
Collier, E. S., Costa, E., Harris, K. L., Bendtsen, M. & Niimi, J. (2024). Still just a matter of taste?: Sensorial appreciation of seafood is associated with more frequent and diverse consumption. Appetite, 198, Article ID 107369.
Open this publication in new window or tab >>Still just a matter of taste?: Sensorial appreciation of seafood is associated with more frequent and diverse consumption
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2024 (English)In: Appetite, ISSN 0195-6663, E-ISSN 1095-8304, Vol. 198, article id 107369Article in journal (Refereed) Published
Abstract [en]

Improving health and sustainability outcomes in WEIRD (Western, Educated, Industrial, Rich, Democratic) nations necessitates a reduction in red meat consumption. Seafood is often overlooked in achieving this goal. However, simply consuming more of familiar fish species places high stress on production of these species. For this reason, diversification of seafood consumption is also critical. Here the motives for seafood consumption (frequency and diversity) are investigated across two studies by adapting the 4Ns survey to the seafood category. This 16-item survey measures four factors underpinning meat consumption: namely that it is ‘Natural’, ‘Necessary’, ‘Normal’ and ‘Nice’. Swedish consumers’ hedonic and sensory expectations of two herring concepts (traditional pickled contra novel minced and presented as a burger) are also evaluated in relation to the 4Ns. Study 1 (N = 304) revealed that the seafood 4Ns scale had a similar underlying structure to that of meat and had good test-retest reliability. Study 2 (N = 514) showed that consumers expected to like the pickled herring (associated with being ‘seasoned’, ‘salty’, ‘sweet’, ‘firm’, ‘juicy’, ‘chewy’, and ‘slimy’) more than the minced herring (associated with being ‘mushy’, ‘fishy’, ‘grainy’, ‘dry’ and having ‘small bones’), and that ‘Nice’ scores affected expectations of both herring concepts. Food neophobia correlated inversely with seafood consumption frequency, expected liking, the ‘Nice’ subscale, and food agency. Critically, in both studies, enjoyment of seafood (higher ‘Nice’ scores) predicted more frequent and diverse seafood consumption, whilst agreeing that seafood is ‘Necessary’ for health predicted only consumption frequency, not diversity. Communicating the positive sensory attributes of seafood and developing novel product concepts in ways that disconfirm sceptical consumers’ negative sensory expectations may increase acceptance of both familiar and unfamiliar seafood concepts. © 2024 The Authors

Place, publisher, year, edition, pages
Academic Press, 2024
Keywords
Adolescent; Adult; Aged; Animals; Consumer Behavior; Female; Fishes; Food Preferences; Humans; Male; Middle Aged; Seafood; Surveys and Questionnaires; Sweden; Taste; Young Adult; adolescent; adult; aged; animal; consumer attitude; female; fish; food preference; human; male; middle aged; psychology; questionnaire; sea food; Sweden; taste; young adult
National Category
Food Science
Identifiers
urn:nbn:se:ri:diva-73287 (URN)10.1016/j.appet.2024.107369 (DOI)2-s2.0-85191499142 (Scopus ID)
Funder
Swedish Research Council Formas, 2020-02834Region Västra Götaland, RUN 2020-00352
Note

The project has been funded by Blue Food - Centre for future seafood, with contributions from Formas -  a Swedish Research Council for Sustainable Development (grant number 2020-02834) and Region Västra Götaland (grant number RUN 2020-00352).

Available from: 2024-05-23 Created: 2024-05-23 Last updated: 2024-05-27Bibliographically approved
Costa, E., Wrange, A.-L., Collier, E. S., Niimi, J. & Strand, Å. (2023). Beyond raw: Investigating alternative preparation methods as a tool to increase acceptance of oysters in Sweden. Future Foods, 7, Article ID 100217.
Open this publication in new window or tab >>Beyond raw: Investigating alternative preparation methods as a tool to increase acceptance of oysters in Sweden
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2023 (English)In: Future Foods, ISSN 2666-8335, Vol. 7, article id 100217Article in journal (Refereed) Published
Abstract [en]

The role of seafood in supporting transitions towards more sustainable and healthier diets is often overlooked. Oysters, for example, are a nutrient dense aquatic food whose production requires no feed, freshwater, or land use. However, oyster consumption in Sweden is limited, possibly in part due to being traditionally served raw. This study investigated consumer acceptance of oysters when cooked and prepared to resemble familiar foods and examined whether food neophobia (FN) was related to liking. Four oyster-based samples (raw oyster, oyster crepe, oyster burger, and oyster soup) were evaluated in an ecologically valid setting. Participants (N=102; convenience sampling) rated the samples in terms of hedonics (expected liking and liking after tasting), described which aspects of the samples were liked/disliked, and reported the contexts in which oyster consumption is perceived as appropriate. The findings suggest that FN was negatively associated with expected liking of raw oysters, but not with expected liking for cooked oyster-based products that were cooked to resemble familiar foods. On the other hand, familiarity with oysters was positively associated with expected liking of raw oysters. This suggests that expanding oyster preparations beyond its traditional raw format could be a valuable strategy to promote oyster consumption in Sweden. © 2023 The Author(s)

Place, publisher, year, edition, pages
Elsevier B.V., 2023
Keywords
Consumer acceptance, Food neophobia, Liking, Oyster consumption, Street food
National Category
Food Science
Identifiers
urn:nbn:se:ri:diva-64093 (URN)10.1016/j.fufo.2023.100217 (DOI)2-s2.0-85147933822 (Scopus ID)
Note

 Correspondence Address: Costa E, RISE, Sweden; email: elena.costa@ri.se; Funding details: Svenska Forskningsrådet Formas, 2020-02834; Funding text 1: This work was supported by funding from FORMAS – Research Council for Environment, Agricultural Sciences, and Spatial Planning, grant number 2020-02834, and satellite project funding through the Blue Food Center.; Funding text 2: Main chef developing recipes: Stefan Sandersnäs (Grebbestad folkhögskola). Food preparation: chef Stefan Sandersnäs and students in sustainable seafood education (Grebbestad folkhögskola). Main chef in food truck: Loppa Alexius. Research assistants: Matej Bozon and Isabelle Johansson. Professional oyster shucker: Mattias Gustavsson (Frölunda lilla saluhall). Data collection and technical support (permits, seating area etc.): Kristoffer Nilsson and Peter Nylund (Stadsbyggnadskontoret). Food truck: Lindholmen Street Food Market. Oyster raw material: Adriaan van de Plasse (Orust Shellfish). Kathryn Harris, generation of the final version of Fig. 2.

Available from: 2023-02-28 Created: 2023-02-28 Last updated: 2023-10-30Bibliographically approved
Costa, E., Niimi, J. & Collier, E. S. (2023). The relationship between food neophobia and hedonic ratings of novel foods may be mediated by emotional arousal. Food Quality and Preference, 109, Article ID 104931.
Open this publication in new window or tab >>The relationship between food neophobia and hedonic ratings of novel foods may be mediated by emotional arousal
2023 (English)In: Food Quality and Preference, ISSN 0950-3293, E-ISSN 1873-6343, Vol. 109, article id 104931Article in journal (Refereed) Published
Abstract [en]

Seafood could support the transition away from terrestrial animal-source foods towards more sustainable protein sources. Food neophobia (FN), the reluctance to eat novel foods (which also extends to many familiar foods including seafood), is a known barrier to dietary change. This study investigates the relationship between FN and consumers’ acceptance of novel surimi-based products shaped to resemble pasta; and explores the role of emotional arousal experienced during tasting. Consumers (N = 211) completed the Food Neophobia Scale prior to the tasting session and were quasi-randomized to either the blind (N = 107; given no information about the content of the samples) or informed condition (N = 104; informed that the samples derived from fish), to ensure a similar FN distribution across groups. Respondents tasted three variants (pollock, cod, or salmon) of a surimi-based product at a central location in Sweden. Each sample was rated in terms of hedonics, experienced emotional arousal (from 1-relaxed to 7-anxious), overall perceived aroma and flavor intensity, and freely described for flavor character. Attitudes (positive/negative) towards the concept were also described by respondents with free text. In line with previous studies, results showed negative associations between FN and both hedonic ratings and purchase intention. Moreover, mediation analysis suggested that the relationship between FN and hedonic liking was indirectly explained by emotional arousal, implying that higher arousal may be mechanistic in describing how FN negatively impacts liking. The effect of FN was, however, not observed for the salmon sample which evoked higher levels of arousal overall and may have also been perceived as more familiar due to high salmon consumption in Sweden. These results support the arousal hypothesis of FN and contribute to further understanding the mechanisms underpinning FN, highlighting the relevance of incorporating emotional measurements in sensory evaluations. © 2023 The Author(s)

Place, publisher, year, edition, pages
Elsevier Ltd, 2023
Keywords
Arousal, Consumer acceptance, Food neophobia, Liking, Novel foods, Seafood
National Category
Food Science
Identifiers
urn:nbn:se:ri:diva-65719 (URN)10.1016/j.foodqual.2023.104931 (DOI)2-s2.0-85164496069 (Scopus ID)
Note

 Correspondence Address: E. Costa, RISE, Frans Perssons väg 6, 412-76, Sweden; email: elena.costa@ri.se; 

This work was supported by funding from FORMAS – Research Council for Environment, Agricultural Sciences, and Spatial Planning, for the project BLUE FOOD - Centre for the seafood of the future (grant number 2020-02834).  

Available from: 2023-08-09 Created: 2023-08-09 Last updated: 2023-10-30Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0001-9688-002X

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