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European consumers' use of and trust in information sources about fish
Pieniak, Z.; Verbeke, W.; Scholderer, J.; Brunsø, K.; Olsen, S.O. (2007). European consumers' use of and trust in information sources about fish. Food Qual. Prefer. 18(8): 1050-1063
In: Food Quality and Preference. Elsevier: Harlow. ISSN 0950-3293; e-ISSN 1873-6343
Peer reviewed article  
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  • Pieniak, Z.
  • Verbeke, W.
  • Scholderer, J.
  • Brunsø, K.
  • Olsen, S.O.
Abstract
    This paper focuses on identifying segments of consumers based on their use of and trust in information sources about fish. Cross-sectional data were collected through the SEAFOODplus pan-European consumer survey (n = 4786) with samples representative for age and region in Belgium, the Netherlands, Denmark, Spain and Poland. Three distinct clusters, based on use of and trust in fish information sources, were identified: Sceptic (24.0%), Enthusiast (41.4%) and Confident (34.6%). Those consumer segments differed significantly with respect to use of and interest in information cues on fish labels, knowledge and behaviour towards fish, and socio-demographic profile. Recommendations for the use of multiple sources targeted to a particular audience’s interest and behavioural profile were formulated.
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