European consumers’ use of and trust in information sources about fish

This paper focuses on identifying segments of consumers based on their use of and trust in information sources about fish. Cross-sectional data were collected through the SEAFOODplus pan-European consumer survey (n = 4786) with samples representative for age and region in Belgium, the Netherlands, Denmark, Spain and Poland. Three distinct clusters, based on use of and trust in fish information sources, were identified: Sceptic (24.0%), Enthusiast (41.4%) and Confident (34.6%). Those consumer segments differed significantly with respect to use of and interest in information cues on fish labels, knowledge and behaviour towards fish, and socio-demographic profile. Recommendations for the use of multiple sources targeted to a particular audience’s interest and behavioural profile were formulated.