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Consumers in many European countries do not equally meet the recommended daily intake levels for fish consumption. Various factors that can influence fish consumption behaviour have been identified but limited research has been performed on fish consumption behaviour, discriminating between farmed and wild fish. The present survey study confirmed differences in total fish consumption, farmed fish and wild fish consumption behaviour in Belgium, Norway and Spain. Spanish consumers consumed more frequently fish of each category than Norwegian consumers. Belgian consumers reported the lowest consumption frequency of fish. Accordingly, health involvement and attitudes towards fish consumption decreased from Spain over Norway to Belgium, suggesting a positive association of health involvement and attitudes towards fish consumption with total fish consumption. Similar effects were found for farmed and wild fish consumption. In general, consumers in all countries were poorly aware of the origin of the fish they consume, despite the mandatory indication of origin on fish labels. Across countries, an increased awareness about fish origin was found with increased fish consumption. The findings of the study indicate that farmed and wild fish consumption should be further stimulated among Belgian, Norwegian and Spanish consumers in association with a healthy and positive meal. Additionally, given the limited awareness of the origin of fish, transparency on the issue of farmed origin will be important in order to anticipate potential adverse communication

Association of health involvement and attitudes towards eating fish on farmed and wild fish consumption in Belgium, Norway and Spain