Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure Links 653, B-9000 Ghent, Belgium; Department of Public Health, Faculty of Medicine and Health Sciences, Ghent University, De Pintelaan 185, B-9000 Ghent, Belgium.
Department of Public Health, Faculty of Medicine and Health Sciences, Ghent University, De Pintelaan 185, B-9000 Ghent, Belgium.
Environ Res. 2015 Nov;143(Pt B):11-9. doi: 10.1016/j.envres.2015.02.029. Epub 2015 Apr 10.
This research classifies European consumers into segments based on their health risk-benefit perception related to seafood consumption. The profiling variables of these segments are seafood consumption frequency, general attitude toward consuming fish, confidence in control organizations, attitude toward the marine environment, environmental concern and socio-demographics. A web-based survey was performed in one western European country (Belgium), one northern European country (Ireland) and three southern European countries (Italy, Portugal and Spain), resulting in a total sample of 2824 participants. A cluster analysis was performed based on risk-benefit perception related to seafood and the profiles of the segments were determined by a robust 2-way ANOVA analysis accounting for country effects. Although this study confirms consumers' positive image of consuming seafood, gradients are found in health risk-benefit perception related to seafood consumption. Seafood consumption frequency is mainly determined by country-related traditions and habits related to seafood rather than by risk-benefit perceptions. Segments with a higher benefit perception, irrespective of their level of risk perception, show a more positive attitude toward consuming seafood and toward the marine environment; moreover, they report a higher concern about the marine environment and have a higher involvement with seafood and with the marine environment. Consequently, information campaigns concentrating on pro-environmental behavior are recommended to raise the involvement with seafood and the marine environment as this is associated with a higher environmental concern. This research underpins that in such information campaigns a nationally differentiated rather than a pan-European or international information strategy should be aimed for because of significant cultural differences between the identified segments.
本研究基于欧洲消费者对海鲜消费的健康风险-效益感知，将其分为不同群体。这些群体的特征变量包括海鲜消费频率、一般的鱼类消费态度、对控制组织的信心、对海洋环境的态度、环境关注和社会人口统计学。在一个西欧国家（比利时）、一个北欧国家（爱尔兰）和三个南欧国家（意大利、葡萄牙和西班牙）进行了一项基于网络的调查，共有 2824 名参与者。基于与海鲜相关的风险-效益感知进行了聚类分析，并通过稳健的 2 路方差分析确定了群体的特征，该分析考虑了国家效应。尽管本研究证实了消费者对食用海鲜的积极看法，但在与海鲜消费相关的健康风险-效益感知方面存在梯度。海鲜消费频率主要取决于与海鲜相关的国家相关传统和习惯，而不是风险-效益感知。无论风险感知水平如何，具有更高效益感知的群体对食用海鲜和海洋环境表现出更积极的态度；此外，他们对海洋环境的关注程度更高，对海鲜和海洋环境的参与度也更高。因此，建议开展以环保行为为重点的宣传活动，以提高对海鲜和海洋环境的参与度，因为这与更高的环境关注度有关。本研究表明，在这种宣传活动中，由于所确定的群体之间存在显著的文化差异，应针对特定国家制定信息策略，而不是泛欧或国际信息策略。
