Combining the role of convenience and consideration set size in explaining fish consumption in Norway.

The purpose of this study is to explore how convenience orientation, perceived product inconvenience and consideration set size are related to attitudes towards fish and fish consumption. The authors present a structural equation model (SEM) based on the integration of two previous studies. The results of a SEM analysis using Lisrel 8.72 on data from a Norwegian consumer survey (n=1630) suggest that convenience orientation and perceived product inconvenience have a negative effect on both consideration set size and consumption frequency. Attitude towards fish has the greatest impact on consumption frequency. The results also indicate that perceived product inconvenience is a key variable since it has a significant impact on attitude, and on consideration set size and consumption frequency. Further, the analyses confirm earlier findings suggesting that the effect of convenience orientation on consumption is partially mediated through perceived product inconvenience. The study also confirms earlier findings suggesting that the consideration set size affects consumption frequency. Practical implications drawn from this research are that the seafood industry would benefit from developing and positioning products that change beliefs about fish as an inconvenient product. Future research for other food categories should be done to enhance the external validity.