“…Obviously, it is expected that the more positive the consumer's attitude to eating fish, the more likely it is that a consumer eats fish. Several studies found that attitude towards eating fish is strongly and positively correlated with fish consumption frequency , 2014Honkanen, Olsen, & Bas Verplanken, 2005;Olsen, 2001Olsen, , 2003Olsen, Heide, Dopico, & Toften, 2008;Rortveit & Olsen, 2007, 2009; Thorsdottir et al, 2012;Trondsen, Braaten, Lund, & Eggen, 2004b;Verbeke & Vackier, 2005), and in some of these studies attitude towards eating fish emerged as the most important predictor of fish consumption variations (Olsen, 2001(Olsen, , 2003Olsen et al, 2007;Rortveit & Olsen, 2007, 2009; Thorsdottir et al, 2012;Verbeke & Vackier, 2005). Clear evidence is also provided that the majority of consumers show a positive attitude towards eating fish and thus consider fish consumption as a pleasant experience, even though with different levels of intensity , 2014Brunsø, Verbeke, Olsen, & Jeppesen, 2009;Honkanen et al, 2005;McManus et al, 2012;Neale, Nolan-Clark, Probst, Batterham, & Tapsell, 2012;Pieniak, Verbeke, Olsen, Hansen, & Brunsø, 2010a;Verbeke et al, 2008).…”