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The role of objective and subjective knowledge on the attitude and intention of Italian consumers to purchase farmed and wild fish

Author

Listed:
  • Davide Menozzi

    (University of Parma)

  • Rungsaran Wongprawmas

    (University of Parma)

  • Giovanni Sogari

    (University of Parma)

  • Francesco Gai

    (National Research Council)

  • Giuliana Parisi

    (University of Florence)

  • Cristina Mora

    (University of Parma)

Abstract

In general, consumers have very little knowledge about production methods employed in the fish sector, and this lack of information contributes to skepticism and confusion when they choose and purchase fish. In our study, we tested the effect of beliefs and objective and subjective knowledge on consumers’ attitude and their intention to purchase farmed and wild fish, both in a control and an informed group. Furthermore, we explored the effect of the intention to purchase farmed or wild fish on fish purchasing frequency. An online survey was conducted in Italy (n = 776) in 2020. The results showed that both objective and subjective knowledge affected the attitudes toward wild and farmed fish; however, only subjective knowledge had an impact on the intention to purchase wild fish. Moreover, the intention to purchase was correlated with fish purchasing frequency, and information about production methods affected consumers' attitudes but did not directly influence their purchasing intentions. This study provides insights that could be considered by policymakers and producer associations/industries to develop and support communication campaigns on fish production methods in terms of safety, healthiness, control, and quality. Thus, our research could help to increase the transparency of information about fish and improve the acceptance and consumption of aquaculture products.

Suggested Citation

  • Davide Menozzi & Rungsaran Wongprawmas & Giovanni Sogari & Francesco Gai & Giuliana Parisi & Cristina Mora, 2023. "The role of objective and subjective knowledge on the attitude and intention of Italian consumers to purchase farmed and wild fish," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-25, December.
    • Handle: RePEc:spr:agfoec:v:11:y:2023:i:1:d:10.1186_s40100-023-00288-1
    DOI: 10.1186/s40100-023-00288-1
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    References listed on IDEAS

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    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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    4. Sangchoul Yi, 2019. "Determinants of Consumers’ Purchasing Behavior for Certified Aquaculture Products in South Korea," Sustainability, MDPI, vol. 11(14), pages 1-18, July.
    5. Davide Menozzi & Giovanni Sogari & Cristina Simeone & Mikołaj Czajkowski & Wojciech Zawadzki & Pascale Bazoche & Sterenn Lucas & Cristina Mora & Margrethe Aanesen, 2023. "Positive versus negative information: What is really shifting consumers’ intention to eat Norwegian salmon? Evidence from three European countries," Post-Print hal-04573596, HAL.
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