Fish consumption and attitudes towards fish among Icelanders and tourists : application of the theory of planned behaviour

Abstract

Tourism in Iceland has increased rapidly in recent years and limited data has been collected about fish consumption of tourists in Iceland, and even of Icelanders themselves. This thesis investigates different components of fish consumption using the theory of planned behaviour as a conceptual model. Data was collected in Iceland by using an established questionnaire that was further adapted to the study. The sample consisted of 735 individuals, both Icelanders and tourists. Overall, participants had a positive attitude towards fish consumption and high behavioural intention to eat fish. Tourists had a more positive attitude and a higher behavioural intention than Icelanders. Regarding social norm, both groups found the opinions of their family, spouse, doctors and nutritionists the most important while making a fish choice. Opinions of advertisement, the food industry, and the government were considered unimportant by both groups. Regarding perceived behavioural control, availability, easiness to prepare, easiness of judging the quality, and making a good choice at purchase, were the three factors that participants, both Icelanders and tourists, found the most important while making a fish choice. Positive attitude towards eating fish, and high perceived behavioural control had a positive impact on the behavioural intention to eat fish. Subjective norm did not have a significant impact on behavioural intention. High behavioural intention to eat fish and high perceived behavioural control had a positive impact on fish consumption frequency. Results also indicated that higher age and the presence of children, had a positive impact on fish consumption frequency. These findings are important for the fishing industry in Iceland in terms of marketing and consumer behaviour, and the theory of planned behaviour adds a new perspective on previous research by highlighting different components of fish consumption. These results also provide information for the directorate of health and public policy regarding health in Iceland. Advertisers, restaurants, and distributers also benefit from this thesis since it has valuable information about the consumers’ preferences and behaviour.Keywords: fish consumption, Iceland, attitude, theory of planned behaviour, tourism, marketing