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Drivers and barriers to seafood consumption in Australia

Dawn Birch (Faculty of Arts and Business, University of the Sunshine Coast, Sippy Downs, Australia)
Meredith Lawley (Faculty of Arts and Business, University of the Sunshine Coast, Sippy Downs, Australia)
Denise Hamblin (Colmar Brunton Pty Ltd, Melbourne, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 20 January 2012

2748

Abstract

Purpose

This paper aims to explore the drivers and barriers to seafood consumption in Australia and to investigate attitudes toward pre‐packaged fresh chilled seafood products.

Design/methodology/approach

A two‐stage study of seafood consumption in Australia was conducted comprising ten focus groups across six states (n=60) and a national online consumer survey (n=1,815).

Findings

The main drivers for seafood consumption in Australia are health, taste, convenience, and a desire for diet variety. The main barriers to seafood consumption are price, concerns regarding origin, concerns about freshness, difficulty in evaluating seafood quality, and not liking the taste or texture of fish. The main appeals of pre‐packaged fresh chilled seafood products are convenience and ease of preparation, while barriers include price and concerns about origin and freshness.

Research limitations/implications

The survey focussed on the main or joint grocery buyers in households and thus may not be representative of the entire Australian population.

Practical implications

The findings provide important insights for the Australian seafood industry in developing and delivering seafood offerings that will appeal to Australian consumers and thus stimulate seafood consumption. This knowledge will also assist the Australian Government and health educators to more effectively campaign to encourage increased seafood consumption.

Originality/value

While research on antecedents to seafood consumption in Europe has been extensive, research into the drivers and barriers to seafood consumption in Western countries such as Australia and strategies for increasing seafood consumption is less evident.

Keywords

Citation

Birch, D., Lawley, M. and Hamblin, D. (2012), "Drivers and barriers to seafood consumption in Australia", Journal of Consumer Marketing, Vol. 29 No. 1, pp. 64-73. https://doi.org/10.1108/07363761211193055

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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