Situational determinants of fish consumption

Despite having properties well‐suited to “healthy‐eating”, fish is a declining product. Consumers’ evaluations of fish are known to differ between consumers and non‐consumers, but the precise differences, which might be of use in the development of a marketing campaign, are vague. Analyses suggest that the factors that influence consumer choice are predominantly environmental, and a model of situational determinants of consumption (the behavioural perspective model or BPM) is proposed as a theoretical framework. A random sample of UK consumers (n = 311) provided information on their past and intended purchasing of three types of fish product – fresh, frozen and canned – and on their beliefs regarding the consequences of fish consumption. Factor analysis reveals that such beliefs regarding fish fall into one of five components: versatility, situational relevance, negative properties, economy, and convenience. Multiple regression analysis indicates that these are differentially related to fish consumption. In general, fish consumers differed on all five factors from non‐consumers, but important deviations from this generalisation were identified for fresh, frozen and canned fish. Suggestions for marketing action and further research are derived from the practical applicability of the results and the support they provide for components of the BPM.