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Does perceived inconvenience diminish seafood consumption? A cross-lagged panel analysis

Does perceived inconvenience diminish seafood consumption? A cross-lagged panel analysis. Torbjørn Trondsen Norwegian College of Fisheries Science, University of Tromsø, Norway Joachim Scholderer MAPP, Arhus School of Business, Denmark. Introduction Background.

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Does perceived inconvenience diminish seafood consumption? A cross-lagged panel analysis

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  1. Does perceived inconvenience diminish seafood consumption? A cross-lagged panel analysis Torbjørn Trondsen Norwegian College of Fisheries Science, University of Tromsø, Norway Joachim Scholderer MAPP, Arhus School of Business, Denmark T. Trondsen & J Scholderer

  2. IntroductionBackground • Norway is one of the countries with the highest consumption of seafood in the world (19.1 kg per head in 2001; GfK/Norwegian Seafood Export Council, 2003) • Whilst overall consumption levels are relatively stable, a shift can be observed in at-home consumption from fresh fish to processed fish, particularly concerning lean fish species (Scholderer, Lund & Trondsen, 2002; in press) T. Trondsen & J Scholderer

  3. IntroductionPrevious research • Research in Denmark (Scholderer & Grunert, 2001) has indicated that low levels of fish consumption often result from perceptions that • the preparation of a tasty fish dish requires skills beyond those that consumers feel they possess, and • pre-prepared products are lacking • In Norway, it was found that consumers perceive many pre-prepared products on the market to be of insufficient quality (Trondsen, 1997; Trondsen, Scholderer, Lund & Eggen, 2003) T. Trondsen & J Scholderer

  4. IntroductionAims of the study • To model the reciprocal influence of convenience-related barriers and actual consumption experience over time, including • effects of perceived inconvenience on present consumption of unprocessed fish, • stable consumption habits, • compensatory consumption of processed fish as a convenient alternative, and • learning effects arising from accumulated experience with unprocessed and processed fish. T. Trondsen & J Scholderer

  5. MethodThe NOWAC panel • NOWAC = Norwegian Women and Seafood Consumption Study (part of EPIC Norway) • Cohorts selected for present analysis were women born between 1951 and 1966 • Stratified random sample from Norwegian population registry, representative for all Norwegian regions • Panel surveys mailed in Jan 1996 and Jan 2001, returned N(1996) = 6941 (response quota = 69.4%), returned N(2001) = 5223 (response quota = 75.2%) T. Trondsen & J Scholderer

  6. MethodMeasures • Consumption frequency • Fat fish (7-point scale, metricised for analysis) • Lean fish (7-point scale, metricised for analysis) • Processed fish (7-point scale, metricised for analysis) • Perceptions of inconvenience as a barrier • Lack of pre-prepared dishes (3-point scale) • Skills required for preparation (3-point scale) • Complete data sets from N = 3167 women T. Trondsen & J Scholderer

  7. Changing seafood consumptionObserved means of number seafood meals a month & (st. dev.) T. Trondsen & J Scholderer

  8. Barriers 1996 Pre-prepared dishes Barriers 2001 Pre-prepared dishes Consumption 2001 Fat fish Consumption 1996 Fat fish Barriers 1996 Skills for preparation Barriers 2001 Skills for preparation Consumption 2001 Lean fish Consumption 1996 Lean fish Consumption 2001 Processed fish Consumption 1996 Processed fish Path analysisFull model T. Trondsen & J Scholderer

  9. Barriers 1996 Pre-prepared dishes Barriers 2001 Pre-prepared dishes Consumption 2001 Fat fish Consumption 1996 Fat fish Barriers 1996 Skills for preparation Barriers 2001 Skills for preparation Consumption 2001 Lean fish Consumption 1996 Lean fish Consumption 2001 Processed fish Consumption 1996 Processed fish Path analysis: EstimatesFull model .24 .09 .04 .34 -.07 -.04 .04 -.04 -.07 .35 .04 -.12 -.08 .07 .43 -.04 .05 .21 .23 T. Trondsen & J Scholderer

  10. Barriers 1996 Pre-prepared dishes Barriers 2001 Pre-prepared dishes Consumption 2001 Fat fish Consumption 1996 Fat fish Barriers 1996 Skills for preparation Barriers 2001 Skills for preparation Consumption 2001 Lean fish Consumption 1996 Lean fish Consumption 2001 Processed fish Consumption 1996 Processed fish Path analysis: ModelStability coefficients T. Trondsen & J Scholderer

  11. Self- amplifying learning processes Most stable pattern in consumption of lean fish 1996 & 2001 Lack of pre pared dishes less stable than skill as consumption barriers • But: • More correlation between the type of product • Category more important product less important T. Trondsen & J Scholderer

  12. Barriers 1996 Pre-prepared dishes Barriers 2001 Pre-prepared dishes Consumption 2001 Fat fish Consumption 1996 Fat fish Barriers 1996 Skills for preparation Barriers 2001 Skills for preparation Consumption 2001 Lean fish Consumption 1996 Lean fish Consumption 2001 Processed fish Consumption 1996 Processed fish Path analysis: ModelCross-lagged panel effects (I) T. Trondsen & J Scholderer

  13. Self- amplifying learning processes- 2 • Processed fish consumption in 1996 has no effect on unprocessed fish consumption in 2001 • Lean fish consumption in 1996 has almost the same effect on processed fish consumption in 2001 as processed fish consumption in 1996 • Weak cross- lagged effect between skill of preparation and lack of prepared dishes. T. Trondsen & J Scholderer

  14. Barriers 1996 Pre-prepared dishes Barriers 2001 Pre-prepared dishes Consumption 2001 Fat fish Consumption 1996 Fat fish Barriers 1996 Skills for preparation Barriers 2001 Skills for preparation Consumption 2001 Lean fish Consumption 1996 Lean fish Consumption 2001 Processed fish Consumption 1996 Processed fish Path analysis: ModelCross-sectional effects T. Trondsen & J Scholderer

  15. Improved product choices Perceived barriers • Skill of preparation • Decreased, but still a small effect • Lack of prepared dishes • Removed T. Trondsen & J Scholderer

  16. Barriers 1996 Pre-prepared dishes Barriers 2001 Pre-prepared dishes Consumption 2001 Fat fish Consumption 1996 Fat fish Barriers 1996 Skills for preparation Barriers 2001 Skills for preparation Consumption 2001 Lean fish Consumption 1996 Lean fish Consumption 2001 Processed fish Consumption 1996 Processed fish Path analysis: ModelCross-lagged panel effects (II) T. Trondsen & J Scholderer

  17. Convenience effects: • Lean fish consumption in 1996 has a weak negative effect on skill as a barrier for consumption of fish • Consumption of processed fish 1996 has a positive effect on skill as a barrier for consumption of fish T. Trondsen & J Scholderer

  18. Discussion • Lack of pre- prepared dishes has lost influence as perceived consumption barrier • Substitution from lean fish to processed fish • Also driven by changes in relative prices in the same period • More and better quality processed fish offered on the market • The perception that fish is difficult to prepare has still a small but negative effect on consumption • Self- amplifying learning process over time • Convenience effects in substitution between unprocessed lean fish and processed fish T. Trondsen & J Scholderer

  19. Conclusion • Convenience is still an important consumption factor for Norwegian consumers • Shift in the type of added value expected from convenience products • Fish increases its importance as a category • Seafood attributes are substituted to preferences in consumption situations • Convenience as a product attribute are related to required skill of preparation and not just time of preparation T. Trondsen & J Scholderer

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