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 Department of Agricultural Economics, Ghent University4 unknown5 Department of Management, Aarhus BSS, Aarhus University6 Norwegian College of Fishery Science, University of Tromsø7 Department of Management, Aarhus BSS, Aarhus University
Consumers' cognitive mechanisms and their perception of product properties are markedly affected by information. This paper focuses on consumers' information needs and interests related to fish. The objective is to explore consumers' use of internal and external information sources and their use of information cues with regard to fish. Qualitative exploratory research was performed in May 2004 through focus group discussions in two European countries: Belgium and Spain. Personal sources are found as the most important information sources with regard to fish. Although a majority of consumers use mandatory information cues on fish labels, they express doubts whether information provided on the labels can be trusted. People who are more experienced and have higher familiarity with fish, seem to be more efficient in searching and using information. Instead of providing one message for the consumers, segmentation and targeted information provision is recommended.
Journal of International Food and Agribusiness Marketing, 2007, Vol 19, Issue 2/3, p. 117-141