Effects of negative press on consumption of fish
Salmon is the third most popular consumer seafood product in EU after tuna and cod the most popular farmed product. Sent the respondents a questionnaire and got their reply and then in 15 days sent them another.
The first questionnaire consisted mainly of socio-demographic data, sensitivity to health and the environment, and a first measure of their attitudes towards salmon. In the second questionnaire, respondents received an article on the negative impacts of salmon consumption. Four different articles could be presented either about health or environmental issues, from an official government source or an informal blog. After reading the article, consumers had to answer questions about the credibility of the information, before facing for the second time the questions regarding attitudes. They were also asked about their future consumption behaviour and the intention to choose labelled products was also esteemed.
Salmon was selected because it represents one of the most familiar fish species for consumers across five European countries, it’s widely consumed and, however, the health benefits of salmon consumption are a subject of very contradictory opinions. The existing hazards are mainly due to the methods of farming (nutritional qualities of farmed salmon being constantly questioned), but also to overfishing (reinforcing the idea of environmental impact of food issues). Attitudes towards salmon consumption were asked before and after the manipulation in order to estimate the impact of the negative media information on them
The first questionnaire was completed by 5330 respondents.
The second questionnaire was completed by 3766 respondents.