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Malaysians are the highest seafood consumers in the region; be it fresh or processed. Environmental pollution has put the safety of seafood at stake, heavy metals among others. This study was done to assess the health risk associated with selected heavy metals ingestion from processed seafood.

The most preferred processed seafood type and the intake rates were determined from a cross-sectional survey among communities in Shah Alam, Selangor (n = 90). The processed seafood were then purchased from local traders (n = 81), underwent homogenization, acid digestion (0.5 g) in Multiwave 3,000 and heavy metal quantitation (Hg, Pb, Cd, As) using ICP-MS. Estimated weekly ingestion (EWI), hazard quotient (HQ), hazard index (HI), lifetime cancer risk (LCR), and target risk (TR) were used to estimate the risk associated with processed seafood consumption.

Arsenic was the highest metal detected, acetes topping the list (10.05 ± 0.02 mg/kg). Mercury was detected at significantly higher level in salted fourfinger threadfin (0.88 ± 0.09 mg/kg) while Pb and Cd in toli shad (2.67 ± 0.16 mg/kg; 0.32 ± 0.22 mg/kg). Non-cancer risk was estimated for consumption of dried/salted food types with hazard index (HI) anchoives (5.2) > salted fourfinger threadfin (1.8) > toli shad (1.7). Besides, an unacceptable cancer risk was estimated for all food types for continuous consumption (Total risk (TR) > 10–4), except the dried acetes.

This study implies that although the concentration of most heavy metals were well below the permitted value, significant amount of risk present for consumption of several species. In addition, for selected heavy metals such as Hg and As, speciation analysis followed by risk assessment would provide a clearer picture.

There is a need to refer back to the local permissible level of heavy metals in processed seafood and formulate safe consumption guide.

The food types are advised to be consumed with caution especially by the sensitive group.

This study estimated the risk of cancer and other non-cancer disease from processed seafood consumption among Malaysian women.

The purpose of this study was to explore whether consumers' confidence in cooking skills related to seafood differed across genders, and if such difference could be explained by the identity-relevance of seafood cooking for men.

Survey data was collected from a balanced sample of 515 Norwegian consumers.

The results showed that men (versus women) with high confidence in their seafood cooking skills have a lower preference for convenient seafood solutions, indicating that these men may be more reluctant to use food products that could hinder the cooking outcome being attributed to their cooking skills.

This study adds nuance to the understanding of male consumers as highly reliant on convenience products when cooking. More specifically, this study provides novel insight into how men function differently than women in relation to preparing seafood, suggesting that some men resist using convenient seafood solutions in order to express an identity as skillful in the kitchen.

The aim of this study is to explore potential barriers to seafood consumption by young adults and the parents of young children. Knowledge of these barriers will be used to assist the development of new seafood product concepts that fulfil the needs of consumers.

To gather this information, 28 infrequent consumers of seafood participated in three semi‐structured two‐hour focus group discussions in Denmark, Norway, and Iceland. The results were then linked to the Stage‐Gate model for consumer‐based new product development (NPD).

The participants thought of seafood as either healthy or convenient, although there were concerns about the amount of effort required to prepare it. These concerns resulted in an expression of their need for products that are attractive, healthy, palatable, and convenient. In particular, the newly developed products should be accompanied by clear advice on preparation methods and materials. An increase in seafood availability coupled with lower prices would encourage these consumers to add seafood to their diet.

Purchase‐point‐marketing and habitual behaviour were found to implicitly skew planned behaviour.

Inputs for NPD related to convenience, attractiveness, quality, trustworthiness, knowledge and requirements about seafood preparation are discussed.

The present study combines qualitative methods to lead to practical input for NPD focusing on overcoming the barriers that keep consumers from choosing existing healthy seafood products. The importance of the consumers' confidence in their ability to successfully prepare a seafood meal was revealed and can be used in Stage‐Gate based NPD.

The purpose of this paper is to explore consumer knowledge of seafood sustainability and how that knowledge influences the purchase of seafood products.

Using an online survey (n=1,319), the authors investigated Australian consumer knowledge of seafood sustainability and the drivers of purchase choice. Objective knowledge categories were developed through the qualitative analysis of unprompted, open-ended responses and compared with other surveyed measures of objective knowledge. The relationship between these knowledge categories and the importance of sustainability in the purchase decision was tested.

A significant group of consumers either had no knowledge of seafood sustainability (17.8 per cent) or gave an incorrect response (15.5 per cent), while 25.1 per cent demonstrated simple and 41.6 per cent complex knowledge. Further, the knowledge was positively related to importance of sustainability when making purchase decisions. Sustainability moved from the lowest ranked attribute for the no knowledge group to the highest ranked attribute for the complex knowledge group.

The results show that the consumer knowledge about sustainable seafood cannot be assumed and that the level of sustainability knowledge influences the importance of sustainability in the purchase decision.

The results suggest that information-based strategies based on a universally shared definition of sustainability in the seafood industry designed to drive sustainable consumer behaviour for seafood must take the account of consumer knowledge.

This paper identifies and provides a classification framework for levels of consumer knowledge about sustainable seafood and demonstrates a positive relationship between knowledge and the importance of sustainability in consumer decisions with regard to purchasing seafood.

Portugal is a country with one of the highest seafood consumption per capita in the world. The purpose of this paper is to understand the Portuguese knowledge and attitudes towards seafood and relate it to consumers’ environmental conscious.

Using an internet-based survey the authors investigated the relation of socio-demographic variables to consumption frequency and how knowledge about seafood is associated with interest in different information when purchasing seafood products.

Results demonstrate consumption of a high diversity of species. Tuna and cod are the top species related to convenience and food traditions. There is a preference to consume seafood mostly at home and prepared grilled. Differences between higher and lower knowledgeable consumers’ related to seafood, show that the first ones have a more diversified use of species and high prevalence of small pelagic fish.

The findings are influenced by the sample obtained, which over-represents well-educated and higher income people. Moreover the self-reported consumption can be biased by individuals own perceptions and different seafood products. Better estimations of consumption frequency could result from asking more detailed information, as such as by species or meal occasions.

Portuguese consumers have high knowledge about seafood but it is not necessarily related to sustainable choices. To help in sustainable seafood choices it might be more effective to promote existing habits based on Portuguese traditions that still are good alternatives for the marine environment.

A higher consumer’s knowledge does not necessarily mean more sustainability.

The purpose of this study is to utilise market-oriented methodologies to determine key attributes driving consumers' preferences for novel sustainably sourced seafood concepts, derived from a species of wild-caught fish unfamiliar to consumers and to explore new product concepts for various consumer clusters.

This study applied a mixed-method approach including five focus groups with 40 consumers and a single conjoint-based questionnaire administered to 300 seafood consumers in Ireland. The focus groups explored in-depth consumers' expectations, requirements and preferences and identified the key attributes that would influence acceptance of new seafood products. Full-profile conjoint analysis was used to model consumers' preferences for novel seafood product concepts that utilised a sustainably sourced species unfamiliar to the consumer.

Focus groups revealed that the most important attributes were brand, price, format, packaging, supplementary information and accompaniment. The conjoint simulation identified three consumer clusters. Product concepts containing a sustainably sourced fish species were identified according to the preferences of each consumer cluster.

This research highlighted a sustainability angle in new product development and identified a competitive advantage and market potential for boarfish (Capros aper), which is an underutilised Irish fish species. It used a market-oriented approach to explore the development of novel sustainably sourced value-added seafood product concepts. The study results provide small and medium seafood companies with original and unique insights for developing novel sustainably sourced fish products that increase consumer acceptance.

The purpose of this paper is to explore Chinese consumers’ perceptions towards a luxury seafood – lobster, and identify the important perceptions that influence Chinese consumers’ general image of lobster. It also recognises Chinese consumer segments based on their perceptions towards lobster.

The data were collected through an online survey (n=882, in two Chinese cities: Shanghai and Qingdao). The surveys explored consumer’s perceptions and general image of lobster. Descriptive analysis, partial least squares regression and cluster analysis were conducted for data analyses.

Findings show that the most important perceptions regarding lobster by Chinese consumers are umami, delicious, high in protein, expensive, nutritious, upscale, red colour and bring back appetite. Chinese consumers’ general image of lobster is positively linked to perception items, such as delicious, western flavour, umami, nutritious, high in protein, enjoy, upscale and appetite; and is negatively linked to perception items: spicy/hot, Chinese flavour and risk in illness. Three consumer segments are identified: western-flavour-lovers (35.4 per cent), Chinese-flavour-lovers (32.8 per cent) and negative-believers (31.8 per cent). Significant differences were recognised in the socio-demographic distribution among these three segments including, city, income, marital status, educational level, occupation and age.

This is the first study to present information regarding consumers’ perceptions, general image and segments towards luxury seafood in the world’s largest East-Asian country – China. The findings from this study can help global seafood marketers and exporters to better understand Chinese consumers which should assist them in developing effective marketing strategies for their luxury seafood products in this major market.

The paper focusses on festivals taking place in coastal regions whose central element is seafood. The purpose is to analyse the role of seafood festivals as potential tourist attractions for local development. The decision to focus on coastal areas is based on a perceived knowledge gap regarding the interactions between different sectors of the sea economy.

Qualitative exploratory case studies of seafood festivals in Italy and Sweden have been performed using an analytical model. The participatory observation methodology contributed to a better understanding of the phenomenon.

The analysis shows the close relationship between seafood and tourism, and although it takes variable forms, food is a fundamental lever for maritime and coastal tourism and local development. Findings suggest that local food events can help strengthening gastronomic identities, despite there is a different articulation between tradition and marketing in the two countries.

Since this paper represents an exploratory study of five seafood festivals, research needs to be extended and replicated before any findings can be generalized. However, the model is flexible enough to be tested in different food events.

Food events represent a key instrument for the integration of territorial policies in which tourism and food products might be used as strategic instruments for the development of coastal areas.

This paper is a first attempt to analyse and compare seafood events, contributing to filling the gap in event literature referring to coastal areas. The model introduced can be used to determine the articulation of tradition-marketing in different food events.

The evening meal is an important, regular event in the lives of many people and its daily practices lead consumers to develop habits that determine their food choices. The objective of the present work is to further investigate how consumers make choices by determining the stages as well as the content of the family's daily food (i.e. seafood and meat‐related) decision‐making process.

Twenty‐four families in Denmark, Norway and Iceland were asked to fill in a one‐to‐two‐week semi‐structured diary regarding any thoughts they had about the decision‐making sequence regarding their evening meals. Data were analysed by means of content analysis so as to gain insight into the main themes and distinctive patterns with respect to the four stages of the decision‐making sequence by identifying a number of codes and sub‐codes of high and lower abstraction level.

The main results were similar across the three countries. Planning was the most important phase of the evening meal decision‐making sequence, where Nordic respondents considered practical issues, and engaged in a more rational type of thinking, allowing cognitive aspects to prevail at this particular stage. The presence of rational thoughts was repeated in the successive stages of purchasing, whereas affective thoughts were elicited mainly during the later stages of preparation and consumption. Furthermore, the comparison of seafood and meat as choices that complied with respondents' demands and expectations revealed that the two food types were perceived as substitutes for each other; however, meat was considered a choice that respondents felt more confident with in terms of pre‐ and post‐purchasing experience.

This paper offers substantial insights into the factors that influence the decision making process, as well as the importance that consumers assign to those factors across most stages of the decision making process. This valuable, in‐depth information can only be collected by using qualitative methods such as the present diaries. Gaining insights into the factors that influence various stages of the evening meal decision‐making process enables researchers to identify the importance that consumers assign to cognitive and affective factors across the food provisioning stages for a variety of food products (including seafood).

The purpose of the chapter is to test the hypothesis that food safety (chemical) standards act as barriers to international seafood imports. We use zero-accounting gravity models to test the hypothesis that food safety (chemical) standards act as barriers to international seafood imports. The chemical standards on which we focus include chloramphenicol required performance limit, oxytetracycline maximum residue limit, fluoro-quinolones maximum residue limit, and dichlorodiphenyltrichloroethane (DDT) pesticide residue limit. The study focuses on the three most important seafood markets: the European Union’s 15 members, Japan, and North America.Our empirical results confirm the hypothesis and are robust to the OLS as well as alternative zero-accounting gravity models such as the Heckman estimation and the Poisson family regressions. For the choice of the best model specification to account for zero trade and heteroskedastic issues, it is inconclusive to base on formal statistical tests; however, the Heckman sample selection and zero-inflated negative binomial (ZINB) models provide the most reliable parameter estimates based on the statistical tests, magnitude of coefficients, economic implications, and the literature findings. Our findings suggest that continually tightening of seafood safety standards has had a negative impact on exporting countries. Increasing the stringency of regulations by reducing analytical limits or maximum residue limits in seafood in developed countries has negative impacts on their bilateral seafood imports. The chapter furthers the literature on food safety standards on international trade. We show competing gravity model specifications and provide additional evidence that no one gravity model is superior.