From intention to consumption - A quantitative study on how Modular Food-Related Lifestyle interfere with Theory of Planned Behaviour when young Norwegian adults intend to consume seafood

Abstract

The preconditions for Norwegians to consume seafood might be the best in the world, still, Norwegians do not consume as much seafood as recommended and the consumption has been decreasing steadily over time. Reports by the Norwegian seafood council show Norwegians wish to consume more seafood, despite that, seafood does not end up in their shopping baskets.

Previous studies have looked into how consumer behaviour explains the intention to seafood consumption and suggested for lifestyle to better understand consumption decisions. The purpose of this study was, therefore, by the usage of Theory of planned behaviour (TPB) and Modular food-related lifestyle (MFRL) to investigate the role of lifestyle in the relationship between intention and behaviour in regards to seafood consumption among young Norwegian adults.

A quantitative approach to methodology was used, gathering data through an online survey before analysing it statistically in SPSS. The data gathering gave 227 responses within the target group. Statistical data analysis showed the degree to which a consumer consumes seafood after indenting to do so is dependent on the consumer’s lifestyle. While MFRL did not have any moderator effect on the relationship between intention and behaviour. The analysis also showed there to be some, yet small, differences between the lifestyle segments when it came to ways of shopping, this can be used as an explanation to the gap between intention and consumption.