European consumer’s mean subjective and objective knowledge is presented in Figure 1. Danish consumers have the highest objective knowledge about fish; the Danish account for 57.2% of the 10.7% respondents who answered all objective knowledge items correctly. Subjective knowledge is highest in Spain and Poland. Objective and subjective knowledge are significantly correlated for the total sample (r=0.097), but the coefficient is very small; moreover, the correlation coefficient is insignificant in Poland and Spain, the two countries with the highest subjective knowledge level.
The correlation between subjective knowledge about fish and total fish consumption frequency is 0.28, whereas the correlation between objective knowledge and total fish consumption frequency is only 0.12. In line with Radecki and Jaccard (1995), subjective knowledge turns out to be a better predictor of market place behaviour than objective knowledge. Objective knowledge is even insignificant as a determinant of fish consumption in Poland and Spain.
Finally, subjective knowledge correlates much stronger than objective knowledge with interest in traceability, interest in quality marks, safety guarantee and information about health benefits from fish consumption. Especially those who think to know a lot about fish, but not necessarily have a good actual knowledge, are interested in receiving additional information and guidance for making fish purchasing decisions. Our findings illustrate that what people believe to know about fish, matters more than how much they actually know.