Seafood ChoiCeS

Seafood Choices: Balancing Benefits and Risks
http://www.nap.edu/catalog/11762.html
CONSUMER DECISION MAKING AS BASIS FOR DESIGN OF GUIDANCE
Environmental Influences Taste is influenced by genetics (Birch, 1999;
Mennella et al., 2005a) and exposure throughout life (Birch, 1998; Birch
and Fisher, 1998; Mennella et al., 2005b). Other environmental factors
that influence seafood choices include accessibility of seafood as a subsistence
food (Burger et al., 1999b), cultural tradition (Willows, 2005), price
of seafood and of seafood substitutes (Hanson et al., 1995), and health
and nutrition concerns (Gempesaw et al., 1995; Trondsen et al., 2003).
For example, some consumers make seafood choices based on concerns
about environmental impact (see Monterey Bay Aquarium’s Seafood Watch
[http://www.mbayaq.org/cr/seafoodwatch.asp], production methods, or
geographical origin (Figure 6-1).
An individual’s food choices are made based on their history but are
influenced by a changing environment over time (Devine, 2005; Wethington,
2005). While most patterns of choice (trajectories) are stable throughout
life, significant societal and personal events, as well as relationships, influence
these patterns. The timing of these events may greatly influence
subsequent food choices. In response to these external events and internal
changes, individuals may or may not choose to adopt strategies to improve
their health and change their lifestyle behaviors. Using the pregnant woman
as an example (see Appendix C-1), one can examine the complexity of food
choice using the Life Course Perspective framework (see Appendix C-2).
Economic Considerations Associated with Food Choice Beha ior
Economic considerations may also influence consumer food choice behavior.
Evidence suggests that seafood is a good substitute for other protein
foods (Salvanes and DeVoretz, 1997; Huang and Lin, 2000). US consumers
have the lowest income elasticity of demand (the percentage change in demand
for a 1 percent change in income) for the overall category of “food,
beverages, and tobacco” of 114 countries, based on an analysis of 1996 data
(Seale et al., 2003). This indicates that, on average, their food expenditures
are not very sensitive to income changes. For the subcategory of fish, Seale
et al. also found the US expenditure elasticity (the percentage change in
demand for a 1 percent change in expenditures on a category) lowest among
the 114 countries studied. Similarly, US consumers had the lowest own-price
elasticities of demand (the percentage change in demand for a one percent
change in price) for fish among the countries studied.
More detailed analysis within the United States suggests further income
and price considerations that may influence how consumers implement
guidance on seafood choices. For example, Huang and Lin (2000) used
1987–1988 National Food Consumption Survey data to estimate expenditure
and own-price elasticities adjusting for changes in the quality of the
foods consumed across different income groups. Expenditure and own-
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