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Patterns of affective images of animal-sourced food in Norway: Land versus sea
Summary
Researchers investigated affective images and associations that Norwegian consumers hold toward animal-sourced foods, surveying 783 people about livestock, capture fishery, aquaculture, and hunting products. They found that land-based foods (livestock, hunting) were associated with tradition and positivity, while aquaculture elicited the most negative associations and the least consumer knowledge.
To get an understanding of drivers of animal-sourced protein consumption, we explored laypeople’s affective images of animal-sourced foods. A national representative sample of the Norwegian population (N = 783) provided free associations to six food products originating either from livestock, capture fishery, aquaculture, or hunting. Subsequently, participants evaluated their own free associations as either positive, negative, or neutral. We found that people show different associative patterns for animal-sourced food from land than from sea. Livestock and hunting are mostly related to traditions and food, whereas capture fishery relates to production, consequences, and evaluations. People reported to have little knowledge about food products in the aquaculture category. Livestock was the most positively evaluated category, followed by hunting and capture fishery; aquaculture elicited the most negative associations. The current findings provide insights into people’s affective experiences of food, which potentially require different strategies to (dis)encourage consumption of specific categories of food products.
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