Perceived Risk of Fish Consumption in a Low Fish Consumption Country

Ágoston Temesi,Burak Atilla Eren,Zoltán Lakner,Dawn Birch,Brigitta Plasek

doi:10.3390/foods9091284

Ágoston Temesi, Burak Atilla Eren + Show 3 more

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https://doi.org/10.3390/foods9091284

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Abstract

Among the numerous health benefits of fish consumption, perhaps the most recognized is the role of omega-3 fatty acids in the prevention of cardiovascular disease. Cardiovascular disease is prevalent in Hungary, which has the lowest fish consumption in Europe. Increasing fish consumption is the aim of most European countries and given the high incidence of cardiovascular disease in Hungary, it is of particular importance. A significant reduction of the VAT for fish in 1 January 2018 aimed to increase fish consumption in Hungary. However, despite reduced VAT, the price of fish in Hungary rose from 2017 to 2018. The aim of our research is to explore perceived risks that serve to exacerbate Hungarian consumers’ low fish consumption, and to measure their effects to identify potential strategies to most effectively increase fish consumption. We applied partial least squares structural equation modeling (PLS-SEM) to analyze responses provided by 1042 survey participants (collected with face-to-face interviews, using quota sampling in 2014) to explore variables of fish consumption associated with perceived risk including psychological, physical, social, and functional risks. Our model is the first one that applies detailed perceived risk categories to measure those effects on low fish consumption. The results indicate that psychological risk associated with negative past experiences have both a direct, and through functional risk, an indirect significant negative effect on fish consumption. Conversely, neither social nor physical risk impede Hungarian fish consumption. We conclude that the seafood industry could benefit from targeted interventions that seek to reduce functional risk-perception of the person responsible for preparing fish in the household.

Highlights

Whilst in 2004, Olsen noted a surprisingly low volume of research on fish consumption from the perspective of marketing and consumer behavior [1], a more recent review by Carlucci et al (2015)identified 49 relevant studies [2]
In line with a study of perceived barriers to fish consumption in Australia conducted by Birch and Lawley [25], we investigate non-monetary risks associated with fish consumption in Hungary including physical, social, psychological and functional risks
We explore the functional risks that emerge during the preparation of fish dishes by the person responsible for cooking within the household

Summary

Introduction

Whilst in 2004, Olsen noted a surprisingly low volume of research on fish consumption from the perspective of marketing and consumer behavior [1], a more recent review by Carlucci et al (2015)identified 49 relevant studies [2]. Whilst in 2004, Olsen noted a surprisingly low volume of research on fish consumption from the perspective of marketing and consumer behavior [1], a more recent review by Carlucci et al (2015). Carlucci et al (2015) identified the main barriers of fish consumption to be associated with unpleasant sensory qualities of fish, low convenience, consumer lack of confidence in selecting and preparing fish, concerns about potential health risks, low availability of fish and high prices [2]. Understanding barriers to fish consumption is especially important in countries where consumption is markedly low, and in some cases, decreasing. Understanding barriers to fish consumption is especially important in countries where consumption is markedly low, andofinfish some cases, decreasing. Example, Hungarystagnation has the lowest per capita consumption in Europe (5.6 kg)For with only 5% of Hungary has theonlowest perincapita fish consumption in Europe (5.6 kg)only with

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