Consumer evaluation and willingness to buy convenience and tailor-made seafood products


2.Norwegian Institue of Fisheries and Aquaculture (NIFA), Norway; 4. Institute for Marine Resources and Ecosystem Studies (IMARES), The Netherlands; 29. University of Coruna (UDC), Spain.


The main objective of the project is:

- To explore and explain consumers’ preferences, evaluation and buying behaviour related to convenience and tailor-made seafood products.


The present project will contribute to a deeper understanding of consumers’ preferences and willingness to buy tailor-made seafood products. It will focus on how consumers evaluate some important production issues (e.g., sustainability, welfare systems, wild versus farmed), some targeted products attributes such as convenience and the general benefits of health and risk by buying and consuming farmed seafood. This knowledge should be of vital importance of how to develop convenience and healthy products, but also how to communicate farmed raised seafood products with trust, confidence and positive associations.


On the methodological side, our research will contribute to improvements in how to measure preferences and buying behaviour of seafood products with different research modes (survey questions, in-home tests, studio experiments and in shopping environments). The research within the project is described in two major blocks of activities


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:

All three partners will contribute to both blocks of work. However, since the different tests will be carried out in different European markets, the institutes will be responsible for individual tests – particularly within their geographical area.


Major research achievements

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


2004            2005           2006          2007        2008 



Prof. Svein Ottar Olsen, PhD

NIFA, Norway