Conference paper
A Conceptual Framework for Investigating Fish Consumption in Australia
Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, pp.1-10
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2010 (Christchurch, New Zealand, 29-Nov-2010–01-Dec-2010)
Australian and New Zealand Marketing Academy (ANZMAC)
2010
Abstract
While the health benefits of eating fish are well established, Australian seafood consumption remains below the average for industrialised nations. While considerable research has been conducted in European countries, no research is evident about how and why Australians consume seafood. This paper presents a conceptual framework for investigating fish consumption in Australia. The framework is based on the theory of planned behaviour (TPB) to measure the influence of attitudes towards fish, subjective norms (social norms, moral obligations, health involvement, food involvement/food-related lifestyle, commercial and non-commercial influences), and perceived behavioural control (habits, past experiences/ familiarity, knowledge and confidence, and availability/price) on consumption frequency and purchase intention. Moderating variables include usage status, convenience orientation, consumption occasion, personal characteristics, and information/education content.
Details
- Title
- A Conceptual Framework for Investigating Fish Consumption in Australia
- Authors
- Dawn Birch (Author) - University of the Sunshine Coast - Faculty of BusinessMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- P Ballantine (Editor)J Finsterwalder (Editor)
- Publication details
- Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, pp.1-10
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2010 (Christchurch, New Zealand, 29-Nov-2010–01-Dec-2010)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2010
- ISBN
- 9780473178208
- Copyright note
- Copyright © 2010 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99449644002621
- Output Type
- Conference paper
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