Patterns of Fish Consumption: The Influence of Health Related Factors. The Norwegian Women and Cancer Study (45-69 years).
By T.Trondsen, A.E. Eggen, and O. MyrlandABSTRACT
We know from earlier Norwegian studies that the seafood consumption increases with increasing size of the household, increasing age and higher education. The presence of school-aged kids in the household and regional residence are significant barriers for what kind of seafood that is consumed, while product attributes more than beliefs concerning price are important perceived barriers for total fish consumption. The question highlighted in this paper is how health status, self-evaluated health and women's perception of diet's importance to health, together with socioeconomic and lifestyle variables influence seafood consumption. Understanding how health factors influencing consumption behavior and seafood demand is important both for seafood marketers and public health doctors who want to promote a more healthy eating as an alternative to medical treatment of health problems. Data is a randomly drawn sample of Norwegian women aged 45-69 years collected by The Norwegian Women and Cancer Study. Response rate 55%, N=19000. A recursive sequential model of the decision-making process is used to evaluate the effect of health factors on seafood consumption.
KEYWORDS: Consumer food choice, lifestyle, healthy eating, revealed preferences, barriers to consumption, seafood marketing
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