Themes and coding
| Theme | Sub-theme(s) | Codes |
|---|---|---|
| Ambivalence | Sustainability | Internal conflict, compromise, knowledge, environment, climate, certification/label, eco, local, production method, farmed vs wild, species, overfishing, bycatch, feed, transportation, animal welfare, alternative to seafood |
| (Dis)trust | Label, documentary, fishing industry, scepticism, companies, store, staff, sponsored | |
| Nice and Necessary | Sensory expectations | Appearance, fresh, enjoyment, fresh vs frozen |
| Health | health, variety, antibiotics, chemicals, colourants | |
| Proficiency with Seafood | Familiarity | Convenience, habit, food preparation, planning, recipe, tradition, staple, special occasion |
| External Influences | Social influence | Staff, friend, family, other shoppers |
| In-store cues | Brand, price, quality, context, origin |
| Theme | Sub-theme(s) | Codes |
|---|---|---|
| Ambivalence | Sustainability | Internal conflict, compromise, knowledge, environment, climate, certification/label, eco, local, production method, farmed vs wild, species, overfishing, bycatch, feed, transportation, animal welfare, alternative to seafood |
| (Dis)trust | Label, documentary, fishing industry, scepticism, companies, store, staff, sponsored | |
| Nice and Necessary | Sensory expectations | Appearance, fresh, enjoyment, fresh vs frozen |
| Health | health, variety, antibiotics, chemicals, colourants | |
| Proficiency with Seafood | Familiarity | Convenience, habit, food preparation, planning, recipe, tradition, staple, special occasion |
| External Influences | Social influence | Staff, friend, family, other shoppers |
| In-store cues | Brand, price, quality, context, origin |
Source(s): Authors work