The Role of Convenience Orientation and Perceived Inconvenience in Explaining Seafood Consumption in Australia

Seafood consumption in Australia is below recommended levels of two serves per week and per annum consumption is less than many other OECD countries. The paper investigates convenience orientation with respect to food and perceived inconvenience of seafood as a meal option. The findings of ten focus groups (n=60) and an online consumer survey (n= 899) indicate that Australian consumers have a high level of convenience orientation for food and consider seafood to be a convenient meal option. However, lighter and younger seafood consumers consider seafood to require a lot of time and effort to prepare and would prepare more seafood if it were more convenient to do so. Strategies for overcoming the perceived inconvenience of seafood consumption are identified