Defining Traceability Attributes and Consumers' Segmentation Based on Fish Attributes: A Case Study in Italy and...

Area of Science:

• Consumer behavior research
• Fisheries management
• Food science and technology

Background:

• Growing consumer involvement in product development necessitates understanding food motives.
• Traceability is increasingly important for consumer decisions but can be confusing due to numerous certifications.
• Effective management of fish value chains requires insights into consumer preferences.

Purpose of the Study:

• To identify key factors influencing consumer choices in seafood.
• To segment Italian and Spanish consumers based on their food motives and preferences.
• To provide actionable insights for fisheries stakeholders to optimize supply chains and promote sustainability.

Main Methods:

• A national web-based survey was conducted on representative Italian and Spanish consumer samples.
• Hierarchical cluster analysis was used to identify consumer groups.
• 13 attributes were selected from literature to determine factors guiding consumer choice.

Main Results:

• Distinct consumer groups were identified in both Italian and Spanish populations based on their seafood choice attributes.
• Key drivers of consumer choice, including motives and perceptions of traceability, were elucidated.
• The study highlights the complexity and potential confusion arising from multiple seafood certifications.

Conclusions:

• Findings offer valuable insights for fisheries stakeholders to tailor strategies for different consumer segments.
• Optimizing fisheries supply chains and educating consumers on diverse fish species can be enhanced.
• Promoting sustainable seafood consumption decisions is facilitated by a deeper understanding of consumer motives and traceability.