"One Fish, Two Fish, Red Fish, Blue Fish”: How ethical beliefs influence consumer perceptions of “blue” aquaculture products?
Respecting ethical beliefs of consumers is an important precondition for food manufacturers in their attempt to improve their positioning in the European food market. Based on a cross-cultural survey of 2511 European participants, this research demonstrates how ethical beliefs affect consumer perceptions of “blue” (i.e. environmentally friendly) aquaculture products. The study further emphasises that the positive effect of ethical beliefs on purchase intention operates via an indirect route mediated by consumers’ trust in a product category. Consumer involvement has limited moderation effect on the above relationships. To expand its “blue” business, a key policy recommendation to aquaculture product manufacturers and policy makers is to urge stable and reliable standards of control in environmentally responsible aquaculture production so that consumers can rely on the information source and increase their trust in aquaculture products.
663/664 - Aliments i nutrició. Enologia. Olis. Greixos
Is part of
Food Quality and Preference
Banovic, M., Reinders, M. J., Claret, A., Guerrero, L. and Krystallis, A. Banovic, Marija, Machiel J. Reinders, Anna Claret, Luis Guerrero, and Athanasios Krystallis. 2019. "“One Fish, Two Fish, Red Fish, Blue Fish”: How Ethical Beliefs Influence Consumer Perceptions Of “Blue” Aquaculture Products?". Food Quality And Preference 77: 147-158. Elsevier BV. doi:10.1016/j.foodqual.2019.05.013.
Grant agreement number
EC/FP7/603121/EU/Exploring the biological and socio-economic potential of new-emerging candidate fish species for the expansion of the European aquaculture industry/DIVERSIFY
Qualitat i Tecnologia Alimentària
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- ARTICLES CIENTÍFICS 
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