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This study investigates individual determinants of fish consumption behaviour based on cross-sectional data collected in Belgium. Analyses show that determinants as hypothesised by the theory of planned behaviour (TPB) and personal characteristics influence fish consumption intention and frequency. Favourable attitude, high subjective norm and high perceived behavioural control have a positive impact...
Means-end-chain theory seeks to understand how consumers make links between products and self-relevant consequences and values. To date, means-end-chain theory has remained a descriptive process and has not been applied to predicting product choice. Within the context of cooking meat, the main objective of this research was to assess the predictive value of the means-end-chain theory. In a two part...
The role of habit strength and past behaviour were studied in order to gain a better understanding of seafood consumption behaviour. A sample of Norwegian adults (N=1579) responded to a self-administered questionnaire about seafood consumption habits, past frequency of seafood consumption, and attitude towards and intention to eat seafood. Structural equation modelling revealed that past behaviour...
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