The role of consideration set size in explaining fish consumption.

This study demonstrates the relationship among attitude, knowledge and consideration set size (set size) and how these variables influence consumption frequency of fish. The proposed model was tested with cross-sectional data from a representative study of about 1100 Danish consumers. Structural equation modeling (LISREL) was used in order to simultaneously estimate the strength and direction of all relationships. The results of this study verify consideration set size as a partial mediator between both attitude and frequency and knowledge and frequency. Knowledge is suggested to be more important than attitude in forming the size of the consideration set. The size of the set is positively related to frequency of fish consumption, but with somewhat less direct effect than attitude and knowledge.