Fish Quality and Consumers: How Do Consumers' Knowledge About and Involvement in Fish Quality Define Factors That Influence Fish Buying Behavior?

Despite recommendations, fish consumption is low in several countries. One of the many relevant factors that influence fish consumption is the quality of fish products. However, consumers differ in involvement in and knowledge about fish quality. The aim of this study was to reveal differences in involvement and knowledge about fish quality among consumers and measure how these lead to variations in the importance of factors that influence consumers when buying fresh fish fillets. We aimed to explain these results based on subjective and objective knowledge, fish consumption, and social and demographic characteristics. This study was based on data collected from 738 Norwegian consumers who responded to a questionnaire. The survey included items regarding knowledge and involvement in fish quality, objective and subjective knowledge measures, factors important when buying fish, and finally sociodemographic characteristics. This article suggests that perceived quality is one of the most important factors that influence buying behavior when it comes to fish fillet products in Norway. Consumers can have a high or low involvement with and knowledge about fish quality. However, when confronted with the decision of what fish product they may buy, most consumers reported using fish quality as a main driver.