The effect of the way seafood is consumed on fishery management awareness: Evidence from Japan

To deal with declining seafood consumption in Japan, the Japanese government has promoted a campaign termed “Fast Fish,” which offers convenient and unique processed fishery products for consumption. Although the campaign is expected to restore seafood consumption and contribute to health enhancements, it could pressure fishery resources without providing sufficient resource management. Furthermore, promoting processed fishery products might make consumers forget that the materials are originally from living fish and regard that they are mere inorganic items. If that is the case, Fast Fish campaign could have negative impacts on consumers’ consideration for wild fish in the ocean. This study examined the effects of the way seafood is consumed on consumers’ fishery management awareness, focusing on the difference between eating processed seafood products, eating raw fish, and cooking fish to eat. Survey data were analyzed by structural equation modeling. The results found that cooking fish to eat significantly improved consumers’ awareness of fishery management, but consuming processed seafood products or raw fish did not. These results imply that it is desirable to leave certain room for cooking or to provide the information about fishery management at the same time when promoting “Fast Fish.