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Publication
A comparative evaluation of women's perceptions and importance of sustainability in fish consumption: an exploratory study among light consumers with different education levels
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Advisor(s)
Abstract(s)
Purpose – The purpose of this paper is to explore women’s perceptions about the benefits and risks of
fish consumption, while exploring differences on their views about wild and farmed fish, considering
light fish consumers.
Design/methodology/approach – The methodology adopted is exploratory, using focus group
technique, segregating women by education level (higher education versus lower education). A focus
group guide was designed, taking into account the following dimensions: attitudes towards fish
consumption and perceptions towards farmed fish relative to wild fish, also considering risk
perceptions related to farmed versus wild fish.
Findings – This study has shown that fish consumers enjoy the taste of fish and they are strongly
convinced that eating fish is healthy. The main reason for their low fish consumption is related to
perceive lacking of convenience.Women with higher education levels expressed additional knowledge
considering different aquaculture systems and women with lower education levels were convinced that
both wild and farmed fish offer benefits and present disadvantages.
Originality/value – The paper shows that attitudes of light fish users are partially similar to heavy
fish users considering farmed fish production, with the search for convenience being driven by either
perceived lack of time or perceived lack of cookery skills to prepare fish-based meals.
Description
Keywords
Portugal Consumer behaviour Women Fish Fish consumption level Qualitative study Risk perception
Citation
Moura, A. P., Cunha, L. M., Castro-Cunha, M., & Costa Lima, R. (2012). A comparative evaluation of women's perceptions and importance of sustainability in fish consumption: An exploratory study among light consumers with different education levels. Management of Environmental Quality: An International Journal, 23(4), 451-461
Publisher
Emerald