36F-2 |
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K. KUDO, Systems Science Ph.D. Program, Portland State Univ., P.O. Box 751, Portland, OR 97207-0751 Research on omega-3 fatty acids in seafood indicates the value of these substances to human health, while mercury levels found in certain fish species prompt health advisories favoring limited seafood consumption. Juvenile albacore tuna caught in the Pacific Ocean has the advantage of combining high omega-3 content and lower mercury levels than mature tuna, thus representing high market potential if information is properly conveyed to consumers. Consumer attitudes toward albacore tuna thus need to be assessed before conducting focused marketing campaigns that correct misperceptions. The present research is aimed at assessing the attitudes and beliefs of U.S. consumers pertaining to omega-3 fatty acid and mercury content of juvenile albacore tuna. Two hundred American adults who regularly eat fish were recruited in the Portland, Oregon, area. They completed an Internet survey assessing demographics, fish consumption patterns, and beliefs and attitudes pertaining to fish and albacore tuna. Among respondents, 76.5% ate fish at least three times per month and 41% ate albacore tuna at least once a month. More than 40% considered tuna in general to be high in omega-3, and 82% knew that omega-3 fatty acids were good for health. While on average consumers considered albacore tuna to be high in mercury (P < 0.001), they did not make a significant distinction between small (juvenile) and large albacore tuna in terms of nutritional content. Respondents emphasized low mercury level over high omega-3 content as purchase criteria for albacore. Since current consumer attitudes appear to be focused on minimizing intake of harmful substances when consuming tuna, the first priority of future marketing campaigns is to specify the distinction between juvenile and mature albacore tuna in terms of mercury content. Once association between lower health risk and juvenile albacore becomes more widespread, consumers will be more receptive to the beneficial aspects of omega-3 fatty acids.
Session 36F, Marketing & Management: General
2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana |