Antecedents of Seafood Consumption Behavior

ABSTRACT This paper provides an overview of some recent findings on consumer attitudes and other important antecedents of seafood consumption and buying behavior. Taste, distaste (negative affect), nutritional value and freshness (quality) are suggested to be most important in forming consumers' attitudes and preferences towards buying and consuming seafood. Social norms, moral obligations and health involvement may be additional important motivational factors in explaining seafood consumption. Price/cost, convenience, knowledge and availability of top-fresh products are suggested to be important barriers towards seafood consumption for certain segments and age groups of consumers. The overall conclusion is that seafood consumption is less driven by taste and preferences, and more by moral obligation and health involvement, as compared with other food products.