Determinants of white and fatty fish consumption by Croatian and Italian consumers

Abstract

Purpose

This study aims to investigate the influence of sociodemographic characteristics, perceived risks, health and nutritional motives and taste preference on at-home fish consumption.

Design/methodology/approach

Data were collected from a nationally representative sample of people responsible for food purchasing in households, using the CAWI (computer-aided web interviewing) method. The eligible study sample comprised 977 participants in Croatia and 967 in Italy, who reported fishery products consumption in the previous 12 months. A questionnaire was used to examine sociodemographic characteristics, fish consumption frequency and factors affecting fish consumption. Determinants of white and fatty fish consumption were estimated with ordered probit models, along with marginal effects for each factor in the models.

Findings

Common positive determinants of white and fatty fish consumption in Croatia and Italy were health and nutritional motives (p < 0.001, p = 0.001, p < 0.001, p = 0.010), taste preference (p < 0.001, p < 0.001, p = 0.001, p = 0.001) and maritime nature of the living region. The common negative determinant of white and fatty fish consumption in Croatia and Italy was financial risk (p < 0.001, p < 0.001, p < 0.001, p = 0.005). The country-specific positive determinant in Croatia was the number of household members (p < 0.001), while negative determinants for white and fatty fish were functional risk (p = 0.004, p = 0.013), number of children (p = 0.030, p = 0.001) and female gender (for fatty fish) (p = 0.028). In Italy, older age negatively affected (p < 0.001) fish consumption, while number of children (p = 0.009) and household income positively affected white fish consumption.

Originality/value

An adequate probabilistic model of national representative samples ensures credibility of results. Policy and marketing activities are proposed that can encourage higher fish consumption.

Citation

Krešić, G., Dujmić, E., Lončarić, D., Zrnčić, S., Liović, N. and Pleadin, J. (2023), "Determinants of white and fatty fish consumption by Croatian and Italian consumers", British Food Journal, Vol. 125 No. 6, pp. 2157-2175. https://doi.org/10.1108/BFJ-01-2022-0088