The role of consumer satisfaction, consideration set size, variety seeking and convenience orientation in explaining seafood consumption in Vietnam

Abstract

The study examines the relationship betweens convenience food and seafood consumption in Vietnam through a replication and an extension of studies of Rortveit and Olsen (2007; 2009). The main purpose of this study is to give an understanding of the role of consumers’ satisfaction, consideration set size, variety seeking, and convenience in explaining seafood consumption behavior in Vietnam.