Values, attitudes and intention to consume wild fish versus farmed fish in Nha Trang

Abstract

The primary purpose of this study was to investigate the consumers’ values and the difference in consumption, attitude and intention to consume wild fish versus farmed fish in Vietnam. Second, it aimed to investigate the relationship between values, attitudes and intention to consume wild versus farmed fish by applying value-attitude-behavior model. The measurement scales used here were adapted from previous studies found in the literature. The survey was conducted in Nha Trang, Vietnam, among convenience sample of 206 respondents. This study found that personal values are very important to the consumers. Environmental issues related to food/fish consumption found to be quite important while animal welfare issues were not important to them. They had significantly high attitude and intention as well as consumption of wild fish than that of farmed fish. The beliefs of quality and availability of wild fish was significantly more positive when compared with farmed fish. Structural equation modeling identified that environmental concern of the consumer and benevolence values were significantly related to positive attitudes towards wild fish consumption while universalism values had non significant, high positive impact, suggesting that more people are concerned about these issues, the more positive attitudes they have towards wild fish. However, their concern about fish welfare issues found to be negatively related with attitudes towards wild fish consumption. All these values were non significant in determining attitudes towards farmed fish consumption. The explained variance of the attitudes towards wild and farmed products from the values, however, found to be less. The study found that beliefs of quality and availability were significant predictors of attitudes towards both products than the welfare and sustainability issues. The findings indicated that from a marketing point-of-view, wild fish products can be appeal to environmental and welfare concern, personal values as well as attributes beliefs level of the consumer, while demand for the farmed fish products can be enhanced mostly by appealing to the attitudinal beliefs based on the attributes. The study provides useful information for fish farming and marketing companies as well as environmental policy makers. From a theoretical point of view, this study partially confirms the Value – Attitude – Behavior relationship model (VAB).