A limited number of studies have aimed at understanding behavior towards animal welfare. However, there are indications that consumers make an important distinction between land animals and fish. As no studies have attempted to explain the factors that influence consumer behavior towards the welfare of fish, this study aims to explain the behavior using the value–belief–norm (VBN) model. In addition, we extend the model by using empathy as a factor influencing the formation of personal norms. This study argues that by adding empathy to the model, we will improve the ability of the VBN to explain moral behavior.
The study is based on survey data from 416 Norwegian consumers. A structural equation modeling analysis with latent constructs is used to test the hypotheses.
The findings validate the ability of the VBN model to explain consumer intention to buy products containing fish with better welfare. We also showed that empathy and beliefs strongly influence personal norms. The extended VBN model increased the explained variance of personal norm by 11,54%. Consumers with biospheric values are strongly likely to have empathetic feelings towards fish suffering and believe that fish can feel pain. However, consumers with hedonistic values are significantly negatively related to beliefs and empathy.
By understanding the role of empathy, companies can develop marketing strategies that appeal to consumers' values, empathy and beliefs and ultimately encourage them to make purchases that support fish welfare.
Practically, this study explores consumers' beliefs towards fish welfare and identifies consumers who are more likely to purchase products containing fish with better welfare based on their values.
