How do affective health-related and cognitive determinants influence fish consumption? A consumer survey in five European countries
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This paper focuses on exploring whether
and to what extent affective health-related and cognitive
determinants have an impact on fish consumption
behaviour. Cross-sectional data were collected through
the SEAFOODplus pan-European consumer survey
(n=4,786) with samples representative for age and region
in Belgium, the Netherlands, Denmark, Spain and
Poland. Consumers’ belief that eating fish is healthy and
their interest in healthy eating positively influence fish
consumption behaviour. Subjective knowledge is found
to be a more important predictor of fish consumption
than objective knowledge. Age and education contribute
significantly to explaining fish consumption behaviour.
However, the age and education effects on fish
consumption frequency are indirect and mediated by the
affective health-related and cognitive factors, such as
health involvement and interest in healthy eating and
knowledge related to fish. The proposed model
contributes to a better understanding of health-related
and cognitive factors influencing fish consumption
behaviour.