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dc.contributor.authorSkallerud, Kåre
dc.contributor.authorArmbrecht, John
dc.contributor.authorTuu, Ho Huy
dc.date.accessioned2021-07-07T10:51:19Z
dc.date.available2021-07-07T10:51:19Z
dc.date.issued2021-01-18
dc.description.abstractThe purpose of this study is to apply the conceptual framework of the theory of planned behavior (TPB) to explain the consumption of sustainable produced fish in Sweden. We seek to understand the moderating role of food product involvement and environmental awareness as extensions of traditional constructs such as attitudes, social norms, and perceived behavioral control. The data were derived from a representative sample of 1974 Swedish consumers. Structural equation modeling was applied to test the relationships between constructs and evaluate the reliability and the validity of the constructs. Attitudes had a significantly positive effect on intention to consume fish in general and sustainably produced fish in particular. Social norms had significantly positive effect on intention to consume fish in general, but no effect on intention to consume sustainably produced fish. Behavioral control had no effect on behavioral intention. Interestingly, involvement negatively moderated the effect of attitudes on both intention to consume more fish and to consume more sustainably produced fish. Environmental awareness also negatively moderated the effect of attitudes on intention to consume more sustainably produced fish. It seems that attempts to create food product involvement and environmental awareness among consumers may have the opposite effect—a boomerang effect—than what conventional wisdom and much of the research on fish consumption indicates. Theoretical and practical implications of the findings are discussed.en_US
dc.identifier.citationSkallerud KS, Armbrecht J, Tuu HH. Intentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awareness. Sustainability. 2021;13(2)en_US
dc.identifier.cristinIDFRIDAID 1879419
dc.identifier.doi10.3390/su13020946
dc.identifier.issn2071-1050
dc.identifier.urihttps://hdl.handle.net/10037/21809
dc.language.isoengen_US
dc.publisherMDPIen_US
dc.relation.journalSustainability
dc.rights.accessRightsopenAccessen_US
dc.rights.holderCopyright 2021 The Author(s)en_US
dc.subjectVDP::Agriculture and fishery disciplines: 900::Fisheries science: 920en_US
dc.subjectVDP::Landbruks- og Fiskerifag: 900::Fiskerifag: 920en_US
dc.subjectfish consumption; sustainability; attitudes; social norms; food product involvement; environmental awareness; Swedenen_US
dc.titleIntentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awarenessen_US
dc.type.versionpublishedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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