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. 2022;10(1):29.
doi: 10.1186/s40100-022-00237-4. Epub 2022 Nov 5.

Drivers of fish choice: an exploratory analysis in Mediterranean countries

A Saidi  1 , G Sacchi  2 , C Cavallo  1 , G Cicia  1 , R Di Monaco  1 , S Puleo  1 , T Del Giudice  1
Affiliations

Drivers of fish choice: an exploratory analysis in Mediterranean countries

A Saidi et al. Agric Food Econ. 2022.

Abstract

Fish is an important source of healthy proteins and an important economic sector in Mediterranean countries. Despite the wealth of knowledge acquired in Western countries, a gap has been found in studies in developing countries, as in the Mediterranean southern shore. Therefore, we aimed to investigate consumers' perceptions of finfish attributes, with qualitative tools as focus groups, given the exploratory nature of the research. The focus groups have been held in Italy, Lebanon, Spain, and Tunisia; in each country, one was held in seaside areas and one in inland areas, in order to control for the availability of fish that shapes consumers' evaluations and expectations. The focus groups have been analysed through content and semantic analyses. Results of the study yielded main themes recurring in the discussions that have been categorized along such dimensions: (1) definition of fish products; (2) context; (3) search attributes; (4) experience attributes; and (5) credence attributes. Among attributes, the ones mostly guiding consumers' choices seem to be freshness and fish species, which are used as proxies for quality and sensory attributes. Most of the respondents preferred delicate white fish, while some exceptions were found in Tunisian respondents preferring blue fish and they also were the only ones who were not looking for convenient and already cleaned products. Trust also represented a critical element in guiding the decisions of consumers: with a lack of trust, consumers deviate from preferring local products, as noticeable especially in Lebanese respondents' opinions. Credence attributes such as animal welfare and sustainability received a minor attention from all the respondents.

Keywords: Developing countries; Fish consumer behaviour; Focus groups; Mediterranean area.

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Conflict of interest statement

Competing interestsThe authors declare no competing interests.

Figures

Fig. 1
Fig. 1
Thematic categorization of focus groups
Fig. 2
Fig. 2
Factors influencing fish consumption and consumers’ choice
Fig. 3
Fig. 3
Importance of fish attributes in defining consumers’ preferences, Tunisia
Fig. 4
Fig. 4
Importance of fish attributes in defining consumer's preferences, Lebanon
Fig. 5
Fig. 5
Importance of fish attributes in defining consumer's preferences, Italy
Fig. 6
Fig. 6
Importance of fish attributes in defining consumer's preferences, Spain
See this image and copyright information in PMC

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