Attitudes Towards Buying Fresh Mussels

Abstract

Using the Theory of Planned Behaviour as a theoretical background, we have identified the main factors that explain the overall intention to buy fresh mussels. Using a factorial analysis we have identified the various dimensions of consumers' attitudes towards buying fresh mussels. The main factors that we found reveal that the wholesomeness of the food product, the perceived risk in buying molluscs, the economy of time, the family's acceptance, and advertising are variables that have a bearing on this behaviour. In order to apply the Theory of Planned Behaviour we ran a regression analysis in which the factor scores were stored as independent variables to explain the intention or willingness to buy. Findings indicate that wholesomeness of the food product, the economy of time and the family's acceptance are the constructs that explain the overall intention to buy fresh mussels.

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