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Intentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awareness

Author

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  • Kåre Skallerud

    (School of Business and Economics, UiT The Arctic University of Norway, 9037 Tromsø, Norway)

  • John Armbrecht

    (School of Business, Economics and Law, University of Gothenburg, 405 30 Gothenburg, Sweden)

  • Ho Huy Tuu

    (Economics Faculty, Nha Trang University, Nha Trang, Vietnam)

Abstract

The purpose of this study is to apply the conceptual framework of the theory of planned behavior (TPB) to explain the consumption of sustainable produced fish in Sweden. We seek to understand the moderating role of food product involvement and environmental awareness as extensions of traditional constructs such as attitudes, social norms, and perceived behavioral control. The data were derived from a representative sample of 1974 Swedish consumers. Structural equation modeling was applied to test the relationships between constructs and evaluate the reliability and the validity of the constructs. Attitudes had a significantly positive effect on intention to consume fish in general and sustainably produced fish in particular. Social norms had significantly positive effect on intention to consume fish in general, but no effect on intention to consume sustainably produced fish. Behavioral control had no effect on behavioral intention. Interestingly, involvement negatively moderated the effect of attitudes on both intention to consume more fish and to consume more sustainably produced fish. Environmental awareness also negatively moderated the effect of attitudes on intention to consume more sustainably produced fish. It seems that attempts to create food product involvement and environmental awareness among consumers may have the opposite effect—a boomerang effect—than what conventional wisdom and much of the research on fish consumption indicates. Theoretical and practical implications of the findings are discussed.

Suggested Citation

  • Kåre Skallerud & John Armbrecht & Ho Huy Tuu, 2021. "Intentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awareness," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:946-:d:482517
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    2. Simphiwe Lincon Hlophe & Debbie Ellis, 2024. "Changing consumer attitudes to make the Corporate Social Responsibility investment in sustainable fish production, a worthwhile investment to corporates," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 344-356, January.
    3. Yueying Wang & Ying Tian, 2023. "The Impact of New Energy Vehicle Product Attributes on Consumer Purchase Intention in the Backdrop of Sustainable Development Goals," Sustainability, MDPI, vol. 15(3), pages 1-16, January.
    4. Maria B. Forleo & Nadia Palmieri, 2023. "Environmental Attributes of Wild versus Farmed Tuna: Beliefs, Knowledge and Purchasing Choices of Italian Consumers of Canned Tuna," Sustainability, MDPI, vol. 15(9), pages 1-21, April.
    5. Wen-Shin Huang & Cheng-Jhen Lee & Han-Shen Chen, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers," Sustainability, MDPI, vol. 14(21), pages 1-17, November.
    6. Haj-Salem, Narjes & Ishaq, Muhammad Ishtiaq & Raza, Ali, 2022. "How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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