Positive versus negative information: What is really shifting consumers’ intention to eat Norwegian salmon? Evidence from three European countries

Davide Menozzi, Giovanni Sogari, Cristina Simeone, Mikolaj Czajkowski, Wojciech Zawadzki, Pascale Bazoche (), Sterenn Lucas (), Cristina Mora and Margrethe Aanesen
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Davide Menozzi: UNIPR - Università degli studi di Parma = University of Parma
Giovanni Sogari: UNIPR - Università degli studi di Parma = University of Parma
Cristina Simeone: UNIPR - Università degli studi di Parma = University of Parma
Pascale Bazoche: SMART - Structures et Marché Agricoles, Ressources et Territoires - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Sterenn Lucas: SMART - Structures et Marché Agricoles, Ressources et Territoires - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement, Pôle halieutique - AGROCAMPUS OUEST, Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Cristina Mora: UNIPR - Università degli studi di Parma = University of Parma
Margrethe Aanesen: SNF, Oslo

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Abstract: This study provides empirical evidence on the drivers affecting Norwegian salmon consumption in three Euro-pean countries - Italy, Poland, and France - using the Theory of Planned Behaviour (TPB). We also highlight the effects of positive and negative information about the sustainability of salmon farming on consumers' percep-tions and behaviour. The empirical study was conducted using an online survey with representative samples of French (n = 748), Italian (n = 771) and Polish (n = 756) consumers. A treatment including neutral, positive, and negative information was applied using a between-subjects design in the three countries. This study confirms the role of attitudes in affecting consumers' intentions, and consequently, behaviour. We show that negative in-formation more strongly affects consumers' attitudes and intentions than positive one, as the negative infor-mation frame modifies the structural paths in the studied countries. Newly available negative information also affects the way that attitude and intention correlate with the individuals' prior health and environmental beliefs.

Keywords: Salmon; Consumption; Information; Intention; Behaviour (search for similar items in EconPapers)
Date: 2023-05
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Citations: View citations in EconPapers (1)

Published in Food Quality and Preference, 2023, 108, pp.104871. ⟨10.1016/j.foodqual.2023.104871⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04573596

DOI: 10.1016/j.foodqual.2023.104871

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