The Role of Habit, Childhood Consumption, Familiarity and Attitudes Across Seafood Consumption Segments in Australia.

Birch, D. and Lawley, M., 2014. The Role of Habit, Childhood Consumption, Familiarity and Attitudes Across Seafood Consumption Segments in Australia. Journal of Food Products Marketing, 20 (1), 98 - 113.

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DOI: 10.1080/10454446.2012.732548

Abstract

Australian consumers hold very favorable attitudes toward seafood, with key drivers to consumption being taste, convenience, diet variety, and health benefits. Nevertheless, despite these positive attitudes, seafood consumption remains below many other countries. In this article, we investigate the influence of habit including regular childhood consumption, familiarity with seafood, and attitudes toward seafood on seafood consumption and consumption occasions. Habit and lack of familiarity with seafood were found to lead to lower levels of seafood consumption, whereas positive attitudes toward seafood were associated with more regular seafood consumption. People who consumed seafood on a regular basis as a child were more likely to be more familiar with seafood and be in the habit of consuming seafood in adulthood. Patterns of childhood consumption occasions were found to be associated with adult consumption occasions. Based on these findings, we discuss possible strategies and behavioral interventions for further investigation, which are grounded in habit theory and are aimed at changing seafood eating habits, increasing childhood consumption, and reducing the lack of familiarity with seafood.

Item Type:Article
ISSN:1045-4446
Additional Information:Published online 23 Dec 2013
Uncontrolled Keywords:seafood, consumption, habit, childhood consumption, fish, familiarity, Australia, behavioral interventions
Subjects:UNSPECIFIED
Group:Business School
ID Code:22198
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:08 Jul 2015 11:45
Last Modified:08 Jul 2015 11:45

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