Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish

Abstract

PurposeThe purpose of the paper is to examine the influence of consumers' perceived knowledge, knowledge discrepancy and confusion on the intention to purchase farmed fish (FF) via a survey design regarding perceptions, buying and consumption practices of urban households in Chittagong, Bangladesh.Design/methodology/approachThe samples of 498 households were selected from a stratified cluster from the Chittagong city and were interviewed using a structured questionnaire. The data have been analysed using exploratory factor analysis and structural equation modelling.FindingsThe results show that consumers' subjective knowledge (SK) is significant for purchase intention whereas objective knowledge (OK) is not. Again, consumers' SK, OK, knowledge discrepancy and confusion have no influence in forming consumers' attitude towards FF. However, consumers who overestimate their actual level of knowledge hold negative attitude towards FF and vice versa. Furthermore, consumers' OK affects their confusion inversely although it does not influence the purchase intention significantly.Practical implicationsIf the marketers can frame a more engaging means of communication and knowledge enhancement plan, consumers' attitude and purchase intention regarding FF will be signified.Originality/valueThis is the first study that fundamentally contributes to the scientific research in that it measures the knowledge discrepancy of consumers regarding FF. In addition, this study substantiates that low objective knowledge leads to confusing consumers at the time of purchasing. The effect of overestimating the level of knowledge as well as underestimating the level of knowledge in explaining the purchase intention of FF would be a supplementary addition.

Consumers’ Preferences for the Traceability Information of Seafood Safety

“…A total of 84.70% of the participants bought fish from the wet market, whereas the remaining 15.30% bought from supermarkets. This finding is consistent with a recent study by Hoque and Alam [ 89 ]. To avoid fish depletion and ensure sustainability, the consumers’ average WTP for safe farmed fish was BDT 299.98/kg, compared to BDT 220/kg for conventionally farmed Rui.…”

“…In terms of production mode, consumers are less likely to choose farmed fish and are willing to pay less (BDT 119.285/kg) than for wild fish. Consumers’ positive knowledge discrepancy regarding farmed fish is negatively and significantly correlated with their fish choice [ 89 ]. Therefore, consumers perceive that farmed fish have lower intrinsic quality in terms of taste and health issues than wild fish [ 19 , 20 ], and consequently are willing to pay less for farmed fish [ 36 ].…”

Consumers’ Willingness to Pay (WTP) for Organically Farmed Fish in Bangladesh

“…This lack of knowledge is the main obstacle to purchasing organic food, as consumers do not know its true nature and fail to distinguish between organic, fresh, and safe food (Iqbal, 2015;Q & Me, 2018;Takayama, 2017). Although consumers have a medium or a high level of knowledge about farmed fish, they perceive it negatively, showing a knowledge-attitude gap (Hoque and Alam, 2020…”

The Effect of Subjective Knowledge, Objective Knowledge, and Experience Knowledge on Interest in Buying British Propolis Products

“…In addition, the emergence of differences was stated by research conducted by Hoque and Alam, (2020), which stated that high objective knowledge had no effect on purchase intention. In addition, research conducted by Lee and Lee, (2009), says that high objective knowledge does not have a significant effect on purchase intention.…”