Marketing and Consumer Behaviour Group, Department of Social Sciences, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, The Netherlands.
Appetite. 2011 Apr;56(2):227-34. doi: 10.1016/j.appet.2010.12.008. Epub 2010 Dec 13.
Knowledge about differences in consumer perceptions of health risks and benefits related to fish consumption is important for the development of targeted health interventions associated with dietary choice. The purpose of this study is to identify individual differences in Russian consumers according to their perceptions of health risks and benefits associated with fish consumption. By application of a cluster analysis on perceptions of personal risks and benefits associated with the consumption of fish, four groups of Russian consumers were classified as: very positive; positive; moderately positive; and 'high risk-high benefit' about the healthiness of fish consumption. Differences in perceptions of personal risks and benefits across consumers were related to self-reported fish consumption, optimism about personal risks and benefits, and optimism about personal knowledge about risks and benefits. Implications for the development of targeted health interventions to influence perceptions of risks and benefits associated with fish consumption, and ultimately fish consumption, are discussed. It is concluded that optimism regarding perceptions and knowledge of health risks, and health benefits should be taken into account when developing interventions aimed at consumer health.
了解消费者对与鱼类消费相关的健康风险和益处的认知差异对于制定与饮食选择相关的有针对性的健康干预措施非常重要。本研究旨在根据俄罗斯消费者对与鱼类消费相关的健康风险和益处的认知，识别个体差异。通过对与鱼类消费相关的个人风险和益处的认知进行聚类分析，将俄罗斯消费者分为四类：对鱼类消费的健康益处非常积极；积极；适度积极；对健康的看法是“高风险高收益”。消费者对个人风险和益处的认知差异与自我报告的鱼类消费、对个人风险和益处的乐观态度以及对个人风险和益处相关知识的乐观态度有关。讨论了针对与鱼类消费相关的风险和益处的认知，最终对鱼类消费产生影响的有针对性的健康干预措施的发展的影响。结论是，在制定旨在影响消费者健康的干预措施时，应考虑对健康风险和益处的认知和知识的乐观态度。
