Explore consumer’s attitudes and consumption of Norwegian salmonin Beijing
Year: 2009
Type: dissertation
Study design: Observational Study
Abstract: Over the past decade, China has developed to be the fastest growth market of consumption of Norwegian Salmon in Asia. In addition, Beijing that is the capital of China with over 15 million populations provides great demand in seafood consumption.\nUnderstanding consumer’s attitude is the first step to explain the consumption. Meanwhile, some factors (e.g. norms, availability, and knowledge) have been confirmed to influence on the consumption. Therefore, the study applies the theory of planed behavior (TPB) model to explain the consumption of Norwegian Salmon in Beijing. Moreover, the TPB model, which includes four components of consumer’s attitude, subjective norms, perceived behavior control, and intention, has been successfully used in several contexts, including seafood consumption.
Author: Zhou Xin
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1510450012