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Exploring seafood choices at the point of purchase among a sample of Swedish consumers
Univ Gothenburg, Sweden; RISE Res Inst Sweden AB, Sweden.
RISE Res Inst Sweden AB, Sweden.
RISE Res Inst Sweden AB, Sweden.
Linköpings universitet, Institutionen för hälsa, medicin och vård. Linköpings universitet, Medicinska fakulteten. RISE Res Inst Sweden AB, Sweden.
2024 (Engelska)Ingår i: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 126, nr 13, s. 269-285Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

PurposeSeafood 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/approachConvenience 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.FindingsPurchases 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/valueThis 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.

Ort, förlag, år, upplaga, sidor
EMERALD GROUP PUBLISHING LTD , 2024. Vol. 126, nr 13, s. 269-285
Nyckelord [en]
Seafood consumers; Point of purchase; Eye tracking; Consumer behaviour; Seafood sustainability
Nationell ämneskategori
Annan maskinteknik
Identifikatorer
URN: urn:nbn:se:liu:diva-203563DOI: 10.1108/BFJ-08-2023-0702ISI: 001217008100001OAI: oai:DiVA.org:liu-203563DiVA, id: diva2:1858880
Anmärkning

Funding Agencies|Blue Food-Centre for future seafood [2020-02834]; Region Vastra Gotaland [RUN 2020-00352]

Tillgänglig från: 2024-05-20 Skapad: 2024-05-20 Senast uppdaterad: 2024-05-20

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Collier, Elizabeth S.
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Institutionen för hälsa, medicin och vårdMedicinska fakulteten
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British Food Journal
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