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 Universidad de A Coruña4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 University of Tromsø6 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
Introduction: Fish and seafood products represent an excellent source of protein essential for our health. However, very often, consumers do not buy or consume the product due to physical and psychological costs, which represent barriers to consumption. Consequently, there is an opportunity to develop new tailor-made seafood products more adapted to present demand. This is the case of Fishburger. Objectives: The aim of this study is to analyze the preferences of young consumers for such a new seafood product. Particularly, what is the influence of sensory, convenience and health dimension on consumer satisfaction and future intention to consume the product. Research Method: A product test was carried out, which included both sensory analysis and evaluation of convenience and health attributes, using a representative sampling of 349 young consumers of Galicia. Results: Evidence suggests that liking for the sensory aspects plays a dominant role in seafood product evaluation and consumption, as it explains most of the satisfaction and intention to consume the product. The relative contribution of health and convenience aspects is significant only on intention to consume, but not on satisfaction.
Revista Espanola De Estudios Agrosociales Y Pesqueros, 2010, Issue 225, p. 71-108