The role of objective and subjective knowledge on the attitude and intention of Italian consumers to purchase farmed and wild fish

Abstract In general, consumers have very little knowledge about production methods employed in the fish sector, and this lack of information contributes to skepticism and confusion when they choose and purchase fish. In our study, we tested the effect of beliefs and objective and subjective knowledge on consumers’ attitude and their intention to purchase farmed and wild fish, both in a control and an informed group. Furthermore, we explored the effect of the intention to purchase farmed or wild fish on fish purchasing frequency. An online survey was conducted in Italy (n = 776) in 2020. The results showed that both objective and subjective knowledge affected the attitudes toward wild and farmed fish; however, only subjective knowledge had an impact on the intention to purchase wild fish. Moreover, the intention to purchase was correlated with fish purchasing frequency, and information about production methods affected consumers' attitudes but did not directly influence their purchasing intentions. This study provides insights that could be considered by policymakers and producer associations/industries to develop and support communication campaigns on fish production methods in terms of safety, healthiness, control, and quality. Thus, our research could help to increase the transparency of information about fish and improve the acceptance and consumption of aquaculture products