Abstract
This paper focuses on identifying segments of consumers based on their use of and trust in information sources about fish. Cross-sectional data were collected through the SEAFOODplus pan-European consumer survey ( n = 4786) with samples representative for age and region in Belgium, the Netherlands, Denmark, Spain and Poland. Three distinct clusters, based on use of and trust in fish information sources, were identified: Sceptic (24.0%), Enthusiast (41.4%) and Confident (34.6%). Those consumer segments differed significantly with respect to use of and interest in information cues on fish labels, knowledge and behaviour towards fish, and socio-demographic profile. Recommendations for the use of multiple sources targeted to a particular audience’s interest and behavioural profile were formulated.
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