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Positive versus negative information: What is really shifting consumers’ intention to eat Norwegian salmon? Evidence from three European countries

Author

Listed:
  • Davide Menozzi

    (UNIPR - Università degli studi di Parma = University of Parma)

  • Giovanni Sogari

    (UNIPR - Università degli studi di Parma = University of Parma)

  • Cristina Simeone

    (UNIPR - Università degli studi di Parma = University of Parma)

  • Mikołaj Czajkowski

    (UW - University of Warsaw)

  • Wojciech Zawadzki

    (UW - University of Warsaw)

  • Pascale Bazoche

    (SMART-LERECO - Structures et Marché Agricoles, Ressources et Territoires - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - INSTITUT AGRO Agrocampus Ouest - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

  • Sterenn Lucas

    (SMART-LERECO - Structures et Marché Agricoles, Ressources et Territoires - INRA - Institut National de la Recherche Agronomique - AGROCAMPUS OUEST, Pôle halieutique - AGROCAMPUS OUEST, Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

  • Cristina Mora

    (UNIPR - Università degli studi di Parma = University of Parma)

  • Margrethe Aanesen

    (SNF, Oslo)

Abstract

This study provides empirical evidence on the drivers affecting Norwegian salmon consumption in three Euro-pean countries - Italy, Poland, and France - using the Theory of Planned Behaviour (TPB). We also highlight the effects of positive and negative information about the sustainability of salmon farming on consumers' percep-tions and behaviour. The empirical study was conducted using an online survey with representative samples of French (n = 748), Italian (n = 771) and Polish (n = 756) consumers. A treatment including neutral, positive, and negative information was applied using a between-subjects design in the three countries. This study confirms the role of attitudes in affecting consumers' intentions, and consequently, behaviour. We show that negative in-formation more strongly affects consumers' attitudes and intentions than positive one, as the negative infor-mation frame modifies the structural paths in the studied countries. Newly available negative information also affects the way that attitude and intention correlate with the individuals' prior health and environmental beliefs.

Suggested Citation

  • Davide Menozzi & Giovanni Sogari & Cristina Simeone & Mikołaj Czajkowski & Wojciech Zawadzki & Pascale Bazoche & Sterenn Lucas & Cristina Mora & Margrethe Aanesen, 2023. "Positive versus negative information: What is really shifting consumers’ intention to eat Norwegian salmon? Evidence from three European countries," Post-Print hal-04573596, HAL.
    • Handle: RePEc:hal:journl:hal-04573596
    DOI: 10.1016/j.foodqual.2023.104871
    as

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