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Content archived on 2024-04-19

MARKETABILITY OF FISH FED ON DIETS RICH IN SPECIFIC DIETARY LIPIDS AND PROMOTED AS HEALTHY FOOD : INVESTIGATIONS OF CONSUMER'S DECISION PROCESSES

Objective



The project extends a current investigation funded by the AIR programme (AIR1- CT92-0186) which is measuring the growth rates, behaviour, physiology and biochemistry of sturgeon and eels fed on diets rich in polyunsaturated fatty acids (PUFA). This set out to define the optimum conditions, in particular dietary manipulation, for growth of these fish in intensive aquaculture. Both species have a high market value in parts of Southern and Northern Europe as well as the Far East which may be further enhanced by diets which elevate the levels of PUFA in their tissues. The present project will consist of empirical studies of consumers' decision processes for the purchase and eating of "healthy" foods including fish, and specifically the PUFA-fed eels and sturgeon of known tissue composition provided by an experimental aquaculture facility and prepared for human consumption. The programme will assess how favourably disposed British consumers are to the concept of a new type of extra-healthy fish product; assess the sensory profile and acceptability of PUFA-enriched sturgeon and eel in Spanish and Italian consumers. Measure the interaction of sensory and conceptual influences on favourably disposed consumers in Britain and in Spain and Italy. These results should provide valuable information on the ways that consumers make "buy or not-buy" decisions on "healthy" foods and in particular PUFA-fed fish and, assist in the development of appropriate marketing strategies. The sorts of opportunities and problems provided for this fish product by health attitudes and sensory preferences will have been mapped and measured in the country of origin and at least two other diverse EC countries.

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Topic(s)

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Funding Scheme

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Coordinator

UNIVERSITY OF BIRMINGHAM
EU contribution
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Address
Edgbaston
B15 2TT BIRMINGHAM
United Kingdom

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Total cost

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Participants (3)

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