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|European consumers' use of and trust in information sources about fish|
|Pieniak, Z.; Verbeke, W.; Scholderer, J.; Brunsø, K.; Olsen, S.O. (2007). European consumers' use of and trust in information sources about fish. Food Qual. Prefer. 18(8): 1050-1063|
|In: Food Quality and Preference. Elsevier: Amsterdam. ISSN 0950-3293, more|
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This paper focuses on identifying segments of consumers based on their use of and trust in information sources about fish. Cross-sectional data were collected through the SEAFOODplus pan-European consumer survey (n = 4786) with samples representative for age and region in Belgium, the Netherlands, Denmark, Spain and Poland. Three distinct clusters, based on use of and trust in fish information sources, were identified: Sceptic (24.0%), Enthusiast (41.4%) and Confident (34.6%). Those consumer segments differed significantly with respect to use of and interest in information cues on fish labels, knowledge and behaviour towards fish, and socio-demographic profile. Recommendations for the use of multiple sources targeted to a particular audience’s interest and behavioural profile were formulated.