Sustainable Seafood Consumption in Action: Relevant Behaviors and their Predictors

Isabel Richter, John Thøgersen and Christian A. Klöckner
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Isabel Richter: Department of Psychology, Norwegian University of Science and Technology, 7049 Trondheim, Norway
John Thøgersen: Department of Management, Aarhus University, Fuglesangs Allé 4, 8210 Aarhus V, Denmark
Christian A. Klöckner: Department of Psychology, Norwegian University of Science and Technology, 7049 Trondheim, Norway

Sustainability, 2017, vol. 9, issue 12, 1-19

Abstract: Within the discussion around sustainable diets, seafood consumption is still a relatively neglected field. This article discusses relevant behaviours consumers can perform to consume seafood sustainably. The predictive power of intention, descriptive social norms, trust, awareness and pro-environmental attitudes are theoretically discussed and statistically tested across two studies in regards to (a) using sustainable seafood labels, and (b) using sustainable seafood guides. Data analysis (N 1 = 309, N 2 = 881 Norwegian adults) shows that intentions, social norms and trust predict seafood label use across studies. The variables predicting seafood guide use are less stable which might be due to this behaviour being performed by a very small fraction of consumers only. Causal relationships have been identified in study 2 by applying cross-lagged panel analyses between intentions, trust and social norms and seafood label use. Further causal relationships were found between intentions, trust and awareness and seafood guide use. A bidirectional relationship was confirmed between descriptive social norms and seafood guide use. Potential strategies to promote seafood label- and seafood guide use, are discussed based on these results.

Keywords: seafood; consumer behaviour; psychology; intentions; social norms; trust (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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