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The influence of labelling on consumers' evaluations of fresh and thawed cod fillets in England

Themistoklis Altintzoglou (Nofima Market, Nofima Marine AS, Tromsø, Norway)
Bjørg Helen Nøstvold (Nofima Market, Nofima Marine AS, Tromsø, Norway)
Mats Carlehög (Nofima Marine & Nofima Food, Nofima Marine AS, Tromsø, Norway)
Morten Heide (Nofima Market, Nofima Marine AS, Tromsø, Norway)
Jens Østli (Nofima Market, Nofima Marine AS, Tromsø, Norway)
Finn‐Arne Egeness (Nofima Market, Nofima Marine AS, Tromsø, Norway)

British Food Journal

ISSN: 0007-070X

Article publication date: 19 October 2012

597

Abstract

Purpose

The purpose of this study was to investigate the effect of information on English consumers' evaluation of fresh and thawed cod fillets which in English retail stores is referred to as “chilled” seafood.

Design/methodology/approach

After the exploration of consumers' impressions of thawed fish, this study followed a pair‐wise comparison approach in a central location consumer test. Fish fillets were evaluated on liking, smell and texture by means of a questionnaire with additional behavioural and attitudinal questions.

Findings

This study showed that consumers in England may prefer thawed over fresh cod fillets without information. However, consumers' evaluations increased for labelled fresh cod fillets and decreased for thawed. Finally, consumers reported positive expectations about fillets labelled “fresh” or “frozen at sea”.

Research limitation/implications

This study involved testing cod fillets in a central location test. Consumers do not usually evaluate cod fillets in this way in their daily life. The quality of the two types of fillets made especially for this test may vary compared to the ones usually sold and consumed.

Practical implications

This study can inform producers and retailers about what to expect by means of sales of fresh and thawed cod products with or without information.

Social implications

It was shown that consumers are positively influenced by information and are willing to consume more fish if they know that the fish is fresh or thawed properly.

Originality/value

This is the first paper to present English consumers' evaluations of thawed cod.

Keywords

Citation

Altintzoglou, T., Helen Nøstvold, B., Carlehög, M., Heide, M., Østli, J. and Egeness, F. (2012), "The influence of labelling on consumers' evaluations of fresh and thawed cod fillets in England", British Food Journal, Vol. 114 No. 11, pp. 1558-1570. https://doi.org/10.1108/00070701211273027

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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