Applying free word association to understand the perception of fish as a meal by Brazilians with different consumption frequencies

Abstract

AbstractThe aim of the present study was to investigate through free word association the Brazilian consumers' perception of fish as a meal and to explore whether different fish consumption frequencies play a role. The participants were split into high, occasional, and low consumption groups according to their self‐reported fish consumption frequency. Brazilian consumers' general associations with fish were strongly related to health benefits, which was considered a motivating factor for the high consumption group. However, for the low consumption group, the unfamiliarity, the low convenience and the high price represent barriers to fish consumption. Although they did not present negative feelings regarding fish, it was not possible to determine the factors that influence fish consumption for the group of occasional consumers. The elaboration of semi ready‐to‐eat products from fish residues and further studies focusing on occasional consumers can be strategies to increase the Brazilian per capita consumption of fish.Practical ApplicationsFish is an important source of high quality nutrients and its intake contributes to maintaining a healthy diet. However, the per capita consumption of this matrix is still low in Brazil. The present study observed that the perception of Brazilian consumers regarding fish as a meal was significantly affected by their fish consumption frequency. Therefore, the different consumer profiles must be taken into account for the development of more appropriate marketing and communication strategies aimed at increasing the consumption of this important product in the country.