Table 4 Anonymized example quotes...

Table 4

Anonymized example quotes corresponding to each theme and sub-theme

Theme	Sub-theme(s)	Quote	Age group and gender
Ambivalence		“I would rather feel like I want to eat more fish, but it feels like it’s better to eat less fish because of the news you hear about it”	18–30 years old, male
		“If there was another better option for my diet, I would definitely not buy fish because I am aware of the fish industry and I don’t like it that much. So it’s kind of a dilemma”	18–30 years old, female
	Sustainability	“Sustainability is important but, after seeing this documentary Seaspiracy, I mean you get disappointed (…) you know that these labels are quite corrupted. I’m very sceptical to the labels”	18–30 years old, female
	Sustainability	“I don’t know how this salmon is bred, if it’s in big casquets … because it’s not wild salmon, that would be the best.”	51–70 years old, female
	(Dis)trust	“We looked at quite a lot of documentaries about seafood. I really wanted to have MSC certified fish, that’s one of the things I’ve been looking for (…) We usually buy the seafood here, I really like that they have … for example the salmon without any antibiotics”	18–30 years old, female
	(Dis)trust	“I know that my choice doesn’t really matter since the MSC label is basically nothing, I learnt that MSC company is funded by the big fishing industries, so they are paying the fisheries to label their own products, and I find that a bit … it’s a very subjective judgement what is sustainable or not. I thought MSC was the great thing (…) but now I found out that MSC isn’t as good as I thought it was, so I look at the weight and the price more”	18–30 years old, male
Nice and Necessary		“It tastes good and it’s still really good, they say it has benefits with fats and such. (…) It is hard to find alternatives that tastes as good and it is good for the body, I don’t know of any alternatives”	18–30 years old, female
		“We still buy it because we don’t really have a choice for it, if something was vegetarian but tasted like fish … but sometimes I think that fish tastes really good, we have tried something like a spread made of pea, but it doesn’t taste like fish for me”	31–50 years old, male
	Sensory expectations	“For the shrimps: do they look fresh? I’m very picky about the colour of the antenna to see if they are not grey. Long antennas, and if the shrimp itself is pink, then I know that they have not been frozen”	51–70 years old, female
	Sensory expectations	“If it looks good. Some are bloody and some have a lot of fat, this one didn’t have that (…) When I was waiting, I looked to see what they had and they had weird stuff [crab claws]” (…) I was looking at the oysters and mussels too but didn’t consider buying them, I was thinking I wonder how fresh they are, they need to be really fresh. It’s at [supermarket chain], it’s not at a restaurant (…) I don’t know how safe it is”	18–30 years old, female
	Health	“A lot of good vitamins, it contains vitamins that are good to eat (…) salmon is because of the fat. I like shrimps because you have selenium”	51–70 years old, male
	Health	“I just don’t want anything that could be caught in the wild or contain toxins, the whole Baltic sea is kind of like toxic, and it’s important to take care of that, the wild is unpredictable what it actually contains … dioxins, mostly heavy metals. There is an issue with the fishing industry and they can brand it as North Atlantic but it could be from the Baltic. That’s pretty much poisonous and I don’t want cancer”	31–50 years old, male
Proficiency with Seafood		“It is a little bit lack of knowledge about how to prepare fish in a quick way in the evening (…). It is easier just to take some meat and pasta, it’s more demanding to cook fish”	51–70 years old, female
		“I was looking at the mussels, I know the kids like it but it takes time. Is it worth it? It takes more time to cook than saithe, you have to clean them and think differently. No. Fast and easy, saithe”	51–70 years old, female
	Familiarity	“Only salmon. I think it’s the easiest to cook, you don’t need a lot of things. It’s tasty just to grill it. I feel that it includes the healthiest vitamins and good fat, things you need”	18–30 years old, Female
	Familiarity	“If I improve my cooking skills I would try kinds of seafood, other than salmon … like white fish or other fish”	31–50 years old, female
External Influences		“My boyfriend said “only salmon”, so we didn’t buy white fish, but I thought it looked really nice”	18–30 years old, female
		“I was looking at fresh fish but then I realized I don’t want to buy fresh fish today, because it would be just by myself. My wife doesn’t eat it so I can’t cook it for dinner (…). As long as my wife is at home I never buy fish. It’s only when she is gone”	18–30 years old, male
	Social influence	“I asked him (husband) if he wants, and he said no because he hates fish, I buy it anyway for myself.”	31–50 years old, female
		(husband intervenes): “I like it, but not from the Baltics. This is from the Baltics.”
		“No, it is Nordic salmon. I know that beforehand, they also have … you see this? Information about the salmon, on the counter. Where it’s from, why it is more expensive, and those sort of things. (…) I asked why this is more expensive, and they explained it to me and I read the brochure a couple of years ago”
		“I asked about the difference between that salmon and that salmon, the assistant said that one is much better and then I also got some information about it [brochure]. I was reading the information from the brochure.”	18–30 years old, female
	In-store cues	“I try to buy certified. I’m not sure what MSC means, but my understanding is that is better than without MSC so then we buy that”	31–50 years old, male
	In-store cues	“I asked [the staff] about the origin, and it wasn’t the best. All the salmon is farmed in Norway, not wild caught (…). I would go for wild caught, it is not fed with food that I don’t know what it is, farmed fish is getting food to grow fast and get fatter”	31–50 years old, female

Theme	Sub-theme(s)	Quote	Age group and gender
Ambivalence		“I would rather feel like I want to eat more fish, but it feels like it’s better to eat less fish because of the news you hear about it”	18–30 years old, male
		“If there was another better option for my diet, I would definitely not buy fish because I am aware of the fish industry and I don’t like it that much. So it’s kind of a dilemma”	18–30 years old, female
	Sustainability	“Sustainability is important but, after seeing this documentary Seaspiracy, I mean you get disappointed (…) you know that these labels are quite corrupted. I’m very sceptical to the labels”	18–30 years old, female
	Sustainability	“I don’t know how this salmon is bred, if it’s in big casquets … because it’s not wild salmon, that would be the best.”	51–70 years old, female
	(Dis)trust	“We looked at quite a lot of documentaries about seafood. I really wanted to have MSC certified fish, that’s one of the things I’ve been looking for (…) We usually buy the seafood here, I really like that they have … for example the salmon without any antibiotics”	18–30 years old, female
	(Dis)trust	“I know that my choice doesn’t really matter since the MSC label is basically nothing, I learnt that MSC company is funded by the big fishing industries, so they are paying the fisheries to label their own products, and I find that a bit … it’s a very subjective judgement what is sustainable or not. I thought MSC was the great thing (…) but now I found out that MSC isn’t as good as I thought it was, so I look at the weight and the price more”	18–30 years old, male
Nice and Necessary		“It tastes good and it’s still really good, they say it has benefits with fats and such. (…) It is hard to find alternatives that tastes as good and it is good for the body, I don’t know of any alternatives”	18–30 years old, female
		“We still buy it because we don’t really have a choice for it, if something was vegetarian but tasted like fish … but sometimes I think that fish tastes really good, we have tried something like a spread made of pea, but it doesn’t taste like fish for me”	31–50 years old, male
	Sensory expectations	“For the shrimps: do they look fresh? I’m very picky about the colour of the antenna to see if they are not grey. Long antennas, and if the shrimp itself is pink, then I know that they have not been frozen”	51–70 years old, female
	Sensory expectations	“If it looks good. Some are bloody and some have a lot of fat, this one didn’t have that (…) When I was waiting, I looked to see what they had and they had weird stuff [crab claws]” (…) I was looking at the oysters and mussels too but didn’t consider buying them, I was thinking I wonder how fresh they are, they need to be really fresh. It’s at [supermarket chain], it’s not at a restaurant (…) I don’t know how safe it is”	18–30 years old, female
	Health	“A lot of good vitamins, it contains vitamins that are good to eat (…) salmon is because of the fat. I like shrimps because you have selenium”	51–70 years old, male
	Health	“I just don’t want anything that could be caught in the wild or contain toxins, the whole Baltic sea is kind of like toxic, and it’s important to take care of that, the wild is unpredictable what it actually contains … dioxins, mostly heavy metals. There is an issue with the fishing industry and they can brand it as North Atlantic but it could be from the Baltic. That’s pretty much poisonous and I don’t want cancer”	31–50 years old, male
Proficiency with Seafood		“It is a little bit lack of knowledge about how to prepare fish in a quick way in the evening (…). It is easier just to take some meat and pasta, it’s more demanding to cook fish”	51–70 years old, female
		“I was looking at the mussels, I know the kids like it but it takes time. Is it worth it? It takes more time to cook than saithe, you have to clean them and think differently. No. Fast and easy, saithe”	51–70 years old, female
	Familiarity	“Only salmon. I think it’s the easiest to cook, you don’t need a lot of things. It’s tasty just to grill it. I feel that it includes the healthiest vitamins and good fat, things you need”	18–30 years old, Female
	Familiarity	“If I improve my cooking skills I would try kinds of seafood, other than salmon … like white fish or other fish”	31–50 years old, female
External Influences		“My boyfriend said “only salmon”, so we didn’t buy white fish, but I thought it looked really nice”	18–30 years old, female
		“I was looking at fresh fish but then I realized I don’t want to buy fresh fish today, because it would be just by myself. My wife doesn’t eat it so I can’t cook it for dinner (…). As long as my wife is at home I never buy fish. It’s only when she is gone”	18–30 years old, male
	Social influence	“I asked him (husband) if he wants, and he said no because he hates fish, I buy it anyway for myself.”	31–50 years old, female
		(husband intervenes): “I like it, but not from the Baltics. This is from the Baltics.”
		“No, it is Nordic salmon. I know that beforehand, they also have … you see this? Information about the salmon, on the counter. Where it’s from, why it is more expensive, and those sort of things. (…) I asked why this is more expensive, and they explained it to me and I read the brochure a couple of years ago”
		“I asked about the difference between that salmon and that salmon, the assistant said that one is much better and then I also got some information about it [brochure]. I was reading the information from the brochure.”	18–30 years old, female
	In-store cues	“I try to buy certified. I’m not sure what MSC means, but my understanding is that is better than without MSC so then we buy that”	31–50 years old, male
	In-store cues	“I asked [the staff] about the origin, and it wasn’t the best. All the salmon is farmed in Norway, not wild caught (…). I would go for wild caught, it is not fed with food that I don’t know what it is, farmed fish is getting food to grow fast and get fatter”	31–50 years old, female

Source(s): Authors work

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