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Published on: February 22, 2020
Exploring the relationship between convenience and fish consumption: a cross-cultural study
Svein Ottar Olsen1, Joachim Scholderer, Karen Brunsø
1Department of Social Science and Marketing, Norwegian College of Fishery Science, University of Tromsø, N-9037 Tromsø, Norway; Norwegian Institute of Fishery and Aquaculture Research, P.O. Box 6122, N-9291 Tromsø, Norway. sveinoo@nfh.uit.no
Appetite
|January 31, 2007
Summary
Cultural differences in meal convenience were explored, finding that while the meaning of convenience is universal, convenience orientation and perceived fish inconvenience vary across European countries. Fish remains inconvenient, impacting attitudes and consumption.
Area of Science:
- Food Science
- Consumer Behavior
- Cross-Cultural Psychology
Background:
- Understanding consumer food choices is complex, influenced by cultural factors and perceptions of food preparation.
- Convenience is a significant driver in food selection, but its interpretation and impact may differ culturally.
- Fish consumption is often lower than other proteins, partly due to perceived preparation difficulties.
Purpose of the Study:
- To investigate cultural variations in the perception of meal convenience.
- To examine the relationship between convenience orientation, attitudes, and fish consumption across five European nations.
- To determine if convenience influences food choice beyond direct attitudes and consumption.
Main Methods:
- Cross-sectional survey administered in five European countries (Poland, Spain, Netherlands, etc.).
- Measures included convenience orientation, perceived inconvenience of fish, attitudes towards fish, and self-reported fish consumption.
- Statistical analyses employed to compare means and explore relationships between variables.
Main Results:
- The fundamental meaning of meal convenience was consistent across cultures.
- Significant differences were observed in convenience orientation levels and the perceived inconvenience of fish.
- Convenience orientation was highest in Poland and lowest in the Netherlands.
- Perceived inconvenience of fish negatively impacted attitudes and consumption, regardless of convenience orientation.
- The direct link between convenience orientation and fish consumption was largely insignificant, highlighting mediating factors.
Conclusions:
- While the concept of convenience is universal, its orientation and the perceived difficulty of preparing fish are culturally specific.
- Fish is perceived as an inconvenient food, negatively affecting consumer attitudes and choices.
- Understanding food behavior requires exploring mediating factors, such as perceived inconvenience, rather than solely relying on convenience orientation.
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