Institut for Virksomhedsledelse

John Thøgersen

Sustainable seafood consumption in action: Relevant behaviours and their predictors

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review


  • Isabel Richter, Norwegian University of Science and Technology, Trondheim, Norge
  • John Thøgersen
  • Christian A. Klöckner, Norwegian University of Science and Technology, Trondheim, Norge
The current dominance of unsustainable seafood consumption threatens future food security. To preserve marine food resources over the long term more sustainable ways to consume seafood have to be promoted. This paper discusses consumer actions that represent the sustainable consumption of seafood in Norway. The predictive power of intention, social norms, trust and general pro-environmental attitudes are theoretically discussed and statistically tested in regards to (a) using sustainable seafood labels, and (b) using sustainable seafood guides. Data analysis (N=1190 Norwegian adults) shows that both behaviors are related to social norms, intentions and trust. This pattern also turns out to be stable over time as a second data collection on the same sample four weeks later shows. Causal relationships have been identified by applying a cross-lagged panel analysis between intentions and sustainable seafood consumption as well as trust and sustainable seafood consumption. Potential strategies to promote sustainable seafood label use, as well as sustainable seafood guide use, are discussed based on these results.
StatusUdgivet - 2017

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