Does angling activity influence consumer choices of fresh fish?

Purpose: The purpose of this paper is to provide a profile of fresh fish consumers and analyze trends in their choices of fresh fish. In addition, this study investigates whether being an active practitioner of angling or whether belonging to a household with angling activity has an effect on consumers' choices. Design/methodology/approach: Consumers' habits, profiles, and perceptions were obtained from randomized personal interviews (n=395) at traditional markets (the main source of fresh fish for Spaniards) and from interviews with restaurant managers (n=11) carried out on Mallorca Island, in the West Mediterranean, in 2009. Findings: A wide range of middle-aged and middle-class residents consumed fresh fish. The residents in the sample preferred to buy fish in traditional retail markets and consumed fish at least once a week, including a wide range of species. Consumers were satisfied with the quality of the fish but were moderately unsatisfied with the information that they received about the fish and fisheries. Although fish price was a factor in decisions to purchase, consumers were willing to pay more for local products of good quality. A significant proportion of individuals in the sample were themselves recreational fishers or belonged to households with recreational fishing members. These individuals shared a different consumer profile, tending to prefer local species that come at higher prices. A parallel survey of fish restaurants showed differences in preferred species depending on customers' place of residency and nationality. Practical implications: The consumer trends that were identified and the perception of fresh fish captured by local fleets might have implications for commercialization and fishery management. Originality/value: This is the first study of consumer choice related to leisure activity in a country with a very high rate of fish consumption. © Emerald Group Publishing Limited.Peer Reviewe