Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, held July 11-15, 2016 at Aberdeen Exhibition and Conference Center (AECC), Aberdeen, Scotland, UK.
Suggested Bibliographic Reference: Challenging New Frontiers in the Global Seafood Sector: Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, July 11-15, 2016. Compiled by Stefani J. Evers and Ann L. Shriver. International Institute of Fisheries Economics and Trade (IIFET), Corvallis, 2016.
The H2020 SUCCESS project aims at improving the competitiveness and economic sustainability of the European seafood sector. A part of the project deals with the understanding of the consumption patterns in different European countries. Knowing that TV and other media programmes can have an impact on consumption choices, this paper presents the results of an online survey conducted in three European countries (France, England and Italy) and deals with the influence of cooking TV programs on seafood consumption. We want to extend a previous analysis based on a French sample which gave interesting preliminary results confirming the influence of culinary shows on demand for seafood (Le Gallic, Nourry and Pirrone, 2015). In this context, an improved version of the questionnaire has been developed and new questions about the social representation of fish added. We will obtain a larger dataset thanks to the distribution of the survey to the staff mailing lists of various European Universities. An econometric analysis will be implemented, with the use of a multinomial response model, to statistically test the effect of cooking TV programmes on seafood consumption pattern. This work can also enable us to discover national differences between the three studied countries. On a more general level, this article will provide information on the potential determinants of European seafood demand. Based on the outcomes of the survey, recommendations for a communication strategy can be given to develop a win-win cooperation between broadcast companies and the European seafood sector to improve its competitiveness.