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2. “One Fish, Two Fish, Red Fish, Blue Fish”: how ethical beliefs influence consumer perceptions of “blue” aquaculture products?
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Banovic, Marija (author), Reinders, Machiel, J. (author), Claret, Anna (author), Guerrero, Luis (author), and Krystallis, Athanasios (author)
- Format:
- Online journal article
- Publication Date:
- 2019
- Published:
- Elsevier
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 18 Document Number: D10530
- Journal Title:
- Food Quality and Preference
- Journal Title Details:
- 77: 147-158
- Notes:
- 12 pages., via online journal., 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.