Intentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awareness

The Sustainability of Seafood Products in the Opinions of Italian Consumers of Generation Z

This study aims to explore whether members of Generation Z have sensitivity and awareness about environmental issues related to seafood production and consumption, their beliefs on how to make more sustainable the future provisioning of seafood, their consumption frequency, and, finally, whether different profiles and groups of people could be detected. A survey was implemented with 778 Italian students attending secondary schools. Descriptive statistics, testing, and cluster analyses were applied. Results provide the sustainability profile of five groups, of which three are aligned with SDGs 12 and 14, but the other groups, comprising almost half of the sample, are insensitive, unaware, or irresolute about the sustainability of seafood production and consumption. Overall, people's environmental consciousness does not appear to be strongly related to the frequency of consumption of sustainable seafood species. Regarding the solutions for improving the sustainability of future seafood production, young respondents underlined the catching and raising of novel, discarded, not exploited, or marginally exploited seafood species. People declared a high knowledge of the nutritional and safety implications of seafood. This study is one of the few that explore issues specifically related to the profiles of Generation Z and young people's approach toward sustainable seafood production and consumption.

The Mediator Role of Attitudes in Fish Choice Behavior: A Turkish Market Survey

Due to the dynamic nature of demand, it is becoming increasingly important for the fish industry to investigate the changing choice behaviors of consumers in the face of increasing demand. This research investigated the role of attitudes and socio-demographic characteristics, which are the main factors in the fish choice behavior of consumers and in fish consumption behavior. In this context, an ordered probit model was constructed to analyze the effect of attitudes and socio-demographic characteristics as independent variables on fish consumption and purchase intention as the dependent variables. In addition, descriptive statistics were also used to reveal the current preferences related to fish. The data required for the model and descriptive statistics were obtained from 421 participants using a cross-sectional consumer survey covering the main cities of the seven regions of Turkey. The results show that while consumers prefer fish more than red meat and less than poultry, they mostly buy fresh fish from fish markets. Moreover, taste, physical appearance, convenience, wild fish, and seller trust attitudes have a significant and positive relationship with the dependent variable (the frequency of fish purchase and consumption) and price has a negative and significant relationship. Moreover, an increase in education level has a positive and significant relationship with the frequency of fish consumption. The research results provide important suggestions and information for decision-makers in the fish industry to implement effective policies and meet the consumer expectations of producers and distributors in the fish industry. In addition, the current study provides guidance for future research.

Are virtual anime endorsers a new type of endorser? Examining product involvement as a moderating role

Virtual anime endorsement has been prevalent as an advertising strategy, and many companies invest massive amounts of money into virtual endorsements. While previous studies have found that endorser-product congruence is related to consumer brand attitude and purchase intention, it is not known whether moderate incongruence between a virtual anime endorser and a product has a positive influence on brand attitude and purchase intention. This study developed a 1 × 2 experiment to investigate the influences of virtual anime endorser–product congruence and moderate the endorser–product incongruence on consumer brand attitude and purchase intention. Product involvement played a key moderating role in the relationships of virtual anime endorser–product congruence and the endorser–product incongruence with consumer attitudes. A total of 919 participants were recruited from animation-related venues and stores in Taiwan. The findings of this study validated the interaction effects of virtual anime endorser-product congruence and incongruence on these two consumer responses, i.e., brand attitude and purchase intention. This study further investigated the moderating effect of product involvement in the relationships of virtual anime endorser–product congruence and moderate the endorser–product incongruence with consumer responses. The findings of this study provide a valuable reference regarding endorsers and product patterns through which enterprises can maximize their value.