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Exploring seafood choices at the point of purchase among a sample of Swedish consumers
RISE Research Institutes of Sweden, Bioeconomy and Health, Material and Surface Design. University of Gothenburg, Sweden.ORCID iD: 0000-0001-9688-002X
RISE Research Institutes of Sweden, Bioeconomy and Health, Material and Surface Design.ORCID iD: 0000-0003-4063-6081
RISE Research Institutes of Sweden, Bioeconomy and Health, Agriculture and Food.ORCID iD: 0000-0002-2642-283x
RISE Research Institutes of Sweden, Bioeconomy and Health, Material and Surface Design. Linköping University, Sweden.ORCID iD: 0000-0002-4730-6328
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. Vol. 126, no 13, p. 269-285
National Category
Food Science
Identifiers
URN: urn:nbn:se:ri:diva-73251DOI: 10.1108/BFJ-08-2023-0702Scopus ID: 2-s2.0-85192569885OAI: oai:DiVA.org:ri-73251DiVA, id: diva2:1860178
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

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Costa, ElenaBergman, PennyNiimi, JunCollier, Elizabeth S

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