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An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers’ evaluations of fish

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  • Lawley, Meredith
  • Birch, Dawn
  • Hamblin, Denise

Abstract

This study explores the role and interplay of intrinsic and extrinsic cues when evaluating fish quality and in shaping consumers’ attitudes toward fish consumption. A sensory analysis of nine different fish including five variants of barramundi was conducted to determine how consumers evaluated the fish on intrinsic cues. Focus groups were then conducted to explore the impact of extrinsic cues on attitudes and purchase intentions. While the sensory analysis revealed distinct differences between barramundi variants on intrinsic cues (notably taste), the focus groups revealed that, as a brand, barramundi is perceived much more favourably and consistently. Consumers used extrinsic cues, particularly country of origin, as surrogate indicators of quality. Aquaculture producers need to ensure intrinsic product quality and consistency, as while consumers use the extrinsic cue of “Australian grown” as a surrogate indicator of quality, as their familiarity and confidence with seafood grows, this overreliance on extrinsic cues may diminish.

Suggested Citation

  • Lawley, Meredith & Birch, Dawn & Hamblin, Denise, 2012. "An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers’ evaluations of fish," Australasian marketing journal, Elsevier, vol. 20(4), pages 260-267.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:4:p:260-267
    DOI: 10.1016/j.ausmj.2012.05.014
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    References listed on IDEAS

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    3. A. Saidi & G. Sacchi & C. Cavallo & G. Cicia & R. Di Monaco & S. Puleo & T. Del Giudice, 2022. "Drivers of fish choice: an exploratory analysis in Mediterranean countries," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 10(1), pages 1-25, December.
    4. Fabio Boncinelli & Francesca Gerini & Benedetta Neri & Leonardo Casini, 2018. "Consumer willingness to pay for non‐mandatory indication of the fish catch zone," Agribusiness, John Wiley & Sons, Ltd., vol. 34(4), pages 728-741, October.
    5. Bogliacino, Francesco & Charris, Rafael & Codagnone, Cristiano & Folkvord, Frans & Gaskell, George & Gómez, Camilo & Liva, Giovanni & Montealegre, Felipe, 2023. "Less is more: Information overload in the labelling of fish and aquaculture products," Food Policy, Elsevier, vol. 116(C).

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