Defining Traceability Attributes and Consumers’ Segmentation Based on Fish Attributes: A Case Study in Italy and Spain

Author:

Saidi Ahmed1ORCID,Cavallo Carla1ORCID,Puleo Sharon1ORCID,Del Giudice Teresa1,Cicia Gianni1ORCID

Affiliation:

1. Department of Agricultural Sciences, University of Naples Federico II, 80055 Portici, Italy

Abstract

Consumers’ involvement in the development of new goods and services is growing, and thus understanding food motives is crucial for various fisheries stakeholders to manage fish value chains. In addition, traceability is becoming more prominent in guiding consumers’ behaviour. Yet, the latter can be considered a source of confusion, as the multiplicity of certifications and labelling systems can be overwhelming. A national web-based survey was conducted on a representative sample of Italian and Spanish consumers. From the literature, a set of 13 attributes was chosen to identify the most important factors guiding consumers’ choice, and various groups in each population were identified using hierarchical cluster analysis. Our findings provide valuable insights for fish value chain stakeholders, enabling them to optimize fisheries supply chains, educate consumers about diverse fish species, and promote more sustainable decision-making.

Funder

SUREFISH project, part of the PRIMA program

Publisher

MDPI AG

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