“One Fish, Two Fish, Red Fish, Blue Fish”: How ethical beliefs influence consumer perceptions of “blue” 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, Spain
  • Luis Guerrero, XaRTA, Spain
  • Athanasios Krystallis Krontalis, American College of Greece, Helenic Research House S.A.

Respecting ethical beliefs of consumers is an important precondition for food manufacturers in their attempt to improve their positioning in the European food market. Based on a cross-cultural survey of 2511 European participants, this research demonstrates how ethical beliefs affect consumer perceptions of “blue” (i.e. environmentally friendly) aquaculture products. The study further emphasises that the positive effect of ethical beliefs on purchase intention operates via an indirect route mediated by consumers’ trust in a product category. Consumer involvement has limited moderation effect on the above relationships. To expand its “blue” business, a key policy recommendation to aquaculture product manufacturers and policy makers is to urge stable and reliable standards of control in environmentally responsible aquaculture production so that consumers can rely on the information source and increase their trust in aquaculture products.

Original languageEnglish
JournalFood Quality and Preference
Pages (from-to)147-158
Number of pages12
Publication statusPublished - Oct 2019

    Research areas

  • Aquaculture products, Consumer perceptions, Ethical beliefs

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