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The purpose of this paper is to investigate motives and barriers for eating fish among light users and heavy users, to discuss consumer evaluation of fish quality, and to explore the existence of cross‐cultural fish consumer segments.

Qualitative data were collected through six focus group discussions, three in Spain and three in Belgium. In each country, one group consisted of heavy users while two groups included light users.

The same attitudinal motives and barriers for fish consumption can be found in both countries and across user groups, even though fish consumption levels differ considerably. The main motives for eating fish are health and taste, while the main barriers are price perception, smell when cooking fish, and that fish does not deliver the same level of satiety as compared to meat. Big differences are found between countries and user groups with respect to preparation skills and the use of quality cues. Heavy users are very skilled in evaluating fish quality, especially those in Spain, while light users, especially those in Belgium, make seemingly irrational assumptions when evaluating the quality of fish.

This study is based on qualitative focus group discussions in two European countries only.

This study explores and compares motives, barriers and quality evaluation among heavy and light fish consumers in two European countries. The paper yields valuable insights for further quantitative research into explaining variations in fish consumption, as well as for fish quality evaluation and fish market segmentation studies.

This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains.

Four case studies on value chains within the areas of agribusiness and fisheries are conducted. For each value chain, desk research is combined with interviews with decision‐makers of all types of value chain members. Interview guidelines were derived from a conceptual model of potential determinants of value chain market orientation.

Degree of market orientation of value chains is found to be related to degree of heterogeneity and dynamism of end‐users served, nature of chain relationships, regulations and prevailing mental models of decision‐makers. Short and balanced chains are believed to further upstream market orientation.

The results point at two areas, where additional research on market orientation is called for: a better conceptualization of market intelligence and theorizing on most cost effective ways of being market oriented, including implications for the distribution of market oriented activities among value chain members.

The paper underlines the importance of managing channel relationships, up to and including vertical integration, when serving markets with high degrees of end‐user volatility.

This paper is the first empirical contribution to the market orientation literature employing a perspective encompassing the whole value chain.