1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University
Consumers differ considerably in the degree to which they eat fish and shell-fish relative to other meat types. In this study, the Theory of Planned Behaviour (Ajzen, 1985) was used to explain intention to buy three specific sea-food categories fish, frozen fish and shelled shrimps. The impact of atti-tude towards buying the product, of perceived social pressure to buy or not buy the product, and of perceived lack of capability or control of buying and preparing the product was analysed data from a representative sample of Danish consumers (n=800). The results of multiple regression analysis indicate major differences in the factors determining intentions to buy and consume each of the three seafood categories.
Proceedings Ed. by J. B. Luten, T. Børresen & J. Oehlenschläger, 1995
Main Research Area:
International Seafood Conference: Seafood from producer to consumer, integrated approach to quality, 1995