What is it about?

Worldwide, knowledge regarding aquaculture is not symmetric. Low knowledge leads to get consumers confused and thus, in turn, their purchase intention. Therefore, we measured consumers knowledge, tested knowledge discrepancy and analyzed the impact of confusion on purchase intention of Farmed Fish.

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Why is it important?

In this contribution, we, this is the first time, assessed consumers' knowledge discrepancy (subjective vs. objective) systematically. We also quantified the over and underestimation of consumers' knowledge and how these knowledge discrepancies affect their Farm-raised fish choices.


Consumers often underestimate and/or, overestimate their intrinsic knowledge level, creating confusion while purchasing, This idea crossed the authors mind and, in order to answer whether such is the case, this research contributes to explain the questions.

Md Nurul Alam
University of Tampa

Read the Original

This page is a summary of: Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish, British Food Journal, May 2020, Emerald,
DOI: 10.1108/bfj-01-2019-0021.
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