Seafood Consumption: Explaining attitudes, preferences and eating habits across consumer segments in Europe


10. Aarhus School of Business (MAPP), Denmark; 2. Norwegian Institute of Fisheries and Aquaculture (NIFA), Norway; 12. University of Gent (UGENT), Belgium.


The main objective of the project is:

- To develop an integrated approach for explaining seafood consumption covering two areas: consumers’ food choice and consumers’ seafood choice. Important levels of analysis are motives and barriers for seafood consumption, cross-cultural variations in Europe, attitudes and preferences in relation to seafood, and last but not least the link of these aspects to lifestyles, perceived health and well-being from a consumer point of view.


The research within the project is described in two major blocks of activities, namely two waves of cross-cultural consumer surveys, where the first will be carried out during the first 18 months, and the second will start in year 3.


Read about this and the other projects in RTD Pillar 2 Seafood and Consumer Behaviour in the Eurofish magazine article


What influences seafood consumption?


Involvement of partners:

10.MAPP will be responsible for developing the theoretical platform and for determining consumer segments. 2.NIFA and 12.UGENT will provide input for the theoretical platform by means of their expertise in consumer fish choice and consumer quality perception respectively. Furthermore the 2.NIFA will analyse data on consumer choice and behavioural intentions whereas 12.UGENT will analyse data on quality perception.


Major research achievements

The major research achievements are described in the following subpages for each project year:


2004            2005           2006          2007        2008 


Coordinator RTD pillar 2


MAPP, Denmark