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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HabitPaperBirchLawleyJFPM.pdf - Accepted Version
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.
|Additional Information:||Published online 23 Dec 2013|
|Uncontrolled Keywords:||seafood, consumption, habit, childhood consumption, fish, familiarity, Australia, behavioral interventions|
|Group:||Faculty of Management|
|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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