Introduction:
The salmon industry is seeking alternative protein sources to include in feed formulations. Fishmeal and soy protein, currently the primary protein sources in salmon feed, are criticized for their environmental impacts. However, finding an alternative protein source that is available in high volumes, cost-competitive, nutritionally adequate, and environmentally sustainable remains challenging. In this context, processed animal protein from chicken could represent a promising alternative. Nonetheless, consumer acceptance of integrating chicken into salmon feed remains a concern. European consumers may perceive feeding salmon with land-animal ingredients as unhealthy or unnatural. This study investigates how consumers’ health beliefs about salmon fed with chicken ingredients influence their acceptance of such products. The Health Belief Model (Rosenstock, 1974) is the theoretical framework to explore these relationships (Figure 1) .
Material and methods .
The study is based on survey data of 500 French and English consumers. Confirmatory factor analysis is used to assess the validity of the latent variables (value, belief, norm, empathy and intention). A structural equation modelling analysis with latent constructs is used to test the hypotheses.
Results:
We expect to validate the ability of the Health Belief model to explain consumer acceptance of salmon fed with chicken and uncover consumers’ health beliefs regarding salmon fed with chick en and their effect on behaviour .
Reference:
Rosenstock, I. M. (1974). Historical origins of the health belief model. Health education monographs, 2(4), 328-335.