Department of Management

A cross-cultural perspective on impact of health and nutrition claims, country-of-origin and eco-label on consumer choice of new aquaculture products

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Marija Banovic
  • Machiel J. Reinders, Wageningen University and Research Centre
  • ,
  • Anna Claret, XaRTA
  • ,
  • Luis Guerrero, XaRTA
  • ,
  • Athanasios Krystallis, American College of Greece, Helenic Research House S.A.

Over the last decade, an increasing number of new value-added aquaculture products made their way onto the European market, as a response to growing demand for healthier diet, and more sustainable and locally produced protein sources. The importance of these drivers of consumer choice for aquaculture products' acceptance paves the way for a relevant reorientation of the European aquaculture industry towards a more consumer-centred approach. This research uses discrete choice experiments to examine the effect of health and nutrition claims, country-of-origin (COO), and eco-labels on consumer choice of new aquaculture products in a cross-cultural context. Three products with different preserving methods have been chosen for the study: fresh (chilled), canned, and smoked product. Results indicate that COO label “produced in own country” together with ASC eco-label function better than the health and nutrition claims as driver of choice. Results further point to the existence of different segments of “nutrition conscious”, “ethnocentric”, “price conscious”, and “eco-conscious” consumers.

Original languageEnglish
JournalFood Research International
Pages (from-to)36-47
Number of pages12
Publication statusPublished - Sep 2019

    Research areas

  • Aquaculture products, Choice experiments, Country-of-origin, Eco-label, Health claims, Nutrition claims

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