Consumer involvement in seafood as family meals in Norway: an application of the expectancy-value approach

A theoretical model of involvement in consumption of food products was tested in a representative survey of Norwegian households for the particular case of consuming seafood as a common family meal. The empirical study is based on using structural equation approach to test construct validity of measures and the empirical fit of the theoretical model. Attitudes, negative feelings, social norms and moral obligation were proved to be important, reliable and different constructs and explained 63% of the variation in seafood involvement. Negative feelings and moral obligation was the most important antecedents of involvement. Both our proposed model and modified model with seafood involvement as a mediator fit well with the data and proved our expectations in a promising way.