A cross-cultural perspective on impact of health and nutrition claims, country-of-origin and eco-label on consumer choice of new aquaculture products

Marija Banovic, Machiel J. Reinders, Anna Claret, Luis Guerrero, Athanasios Krystallis

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Over the last decade, an increasing number of new value-added aquaculture products made their way onto the European market, as a response to growing demand for healthier diet, and more sustainable and locally produced protein sources. The importance of these drivers of consumer choice for aquaculture products' acceptance paves the way for a relevant reorientation of the European aquaculture industry towards a more consumer-centred approach. This research uses discrete choice experiments to examine the effect of health and nutrition claims, country-of-origin (COO), and eco-labels on consumer choice of new aquaculture products in a cross-cultural context. Three products with different preserving methods have been chosen for the study: fresh (chilled), canned, and smoked product. Results indicate that COO label “produced in own country” together with ASC eco-label function better than the health and nutrition claims as driver of choice. Results further point to the existence of different segments of “nutrition conscious”, “ethnocentric”, “price conscious”, and “eco-conscious” consumers.

LanguageEnglish
Pages36-47
JournalFood Research International
Volume123
DOIs
Publication statusPublished - Sep 2019

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ecolabeling
Aquaculture
consumer preferences
aquaculture
nutrition
Health
healthy diet
value added
protein sources
markets
Industry
Research
Proteins
methodology

Keywords

  • Aquaculture products
  • Choice experiments
  • Country-of-origin
  • Eco-label
  • Health claims
  • Nutrition claims

Cite this

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title = "A cross-cultural perspective on impact of health and nutrition claims, country-of-origin and eco-label on consumer choice of new aquaculture products",
abstract = "Over the last decade, an increasing number of new value-added aquaculture products made their way onto the European market, as a response to growing demand for healthier diet, and more sustainable and locally produced protein sources. The importance of these drivers of consumer choice for aquaculture products' acceptance paves the way for a relevant reorientation of the European aquaculture industry towards a more consumer-centred approach. This research uses discrete choice experiments to examine the effect of health and nutrition claims, country-of-origin (COO), and eco-labels on consumer choice of new aquaculture products in a cross-cultural context. Three products with different preserving methods have been chosen for the study: fresh (chilled), canned, and smoked product. Results indicate that COO label “produced in own country” together with ASC eco-label function better than the health and nutrition claims as driver of choice. Results further point to the existence of different segments of “nutrition conscious”, “ethnocentric”, “price conscious”, and “eco-conscious” consumers.",
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A cross-cultural perspective on impact of health and nutrition claims, country-of-origin and eco-label on consumer choice of new aquaculture products. / Banovic, Marija; Reinders, Machiel J.; Claret, Anna; Guerrero, Luis; Krystallis, Athanasios.

In: Food Research International, Vol. 123, 09.2019, p. 36-47.

Research output: Contribution to journalArticleAcademicpeer-review

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