1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Norwegian College of Fishery Science, University of Tromsø4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University6 Department of Agricultural Economics, Ghent University7 Department of Economics and Business Economics, Aarhus BSS, Aarhus University8 Department of Management, Aarhus BSS, Aarhus University
The purpose of the present study is to explore cultural differences in the meaning of convenience and the relationships between convenience, attitudes and fish consumption in five European countries. The results suggest that the meaning of meal convenience is not culture specific, whilst the absolute levels of convenience orientation and the perceived inconvenience of fish differ between cultures. Convenience orientation was highest in Poland, followed by Spain, and was lowest in the Netherlands. The relationships between convenience orientation and attitudes towards fish, and convenience orientation and fish consumption, were insignificant in most countries. However, convenience orientation was positively related to the perceived inconvenience of fish. Perceived inconvenience of fish was negatively related to both attitudes towards fish and to fish consumption. Together, these results confirm some earlier findings that fish is generally perceived as a relatively inconvenient type of food. This study suggests that convenience orientation can be crucial to understanding food choice or behaviour only when critical mediating constructs are explored.