Introduction and Methodology
Despite a general desire among 70% of Norwegians to increase their seafood intake (Norges sjømatråd, 2023), actual consumption has declined by approximately 12% over the last decade. This "intention-behaviour gap" is influenced by complex factors including price, sensory aversions, and perceived lack of cooking skills (Heide et al., 2023; Bergsnev, 2025). To identify specific drivers for young adults (aged 18–35), a Choice-Based Conjoint Analysis (CBCA) was conducted with a representative sample of n = 1,000. Participants completed ten choice tasks evaluating cod filet profiles based on three attributes: product form (natural vs. seasoned), sustainability information (e.g., MSC, National Food Safety Authority), and sensory cues ("Scent of the sea"). The study also explored how early childhood experiences shape adult "Green Trust" and consumption habits (Bergsnev, 2025).
Results and Discussion
The conjoint analysis revealed that sustainability information was the most critical factor, with a relative importance of 53.6%. Products featuring the MSC label achieved the highest positive utility (0.305), while guarantees from the Norwegian Food Safety Authority also had a strong positive effect, reflecting high trust in national institutional sources (Gullbrandsen, Vormedal & Larsen, 2022). Sensory cues were the second most important attribute (33.5%), where the descriptor "Scent of the sea" significantly increased the likelihood of product choice by triggering positive emotional responses (Bergsnev et al., 2024). Interestingly, product form (natural vs. seasoned) had the lowest impact on decision-making (12.9%). Open-ended responses confirmed that while health is a primary motivator, price and sensory barriers remain significant (Carlucci et al., 2015). Furthermore, a strong positive correlation exists between early-life exposure—such as fishing trips or helping with cooking—and the development of high-frequency consumption in adulthood. These findings suggest the industry should focus on clear, intuitive sustainability signaling and sensory-focused marketing through digital channels and influencers to reach younger demographics.
References
Bergsnev, K., Govaerts, F. & Altintzoglou, T. (2024). Emosjoner og sjømat – Hvilke emosjonelle reaksjoner har unge voksne til sjømat? Rapport 18/2024, Nofima, Tromsø.
Carlucci, D., Nocella, G., De Devitiis, B., Viscecchia, R., Bimbo, F. & Nardone, G. (2015). Consumer purchasing behaviour towards fish and seafood products. Appetite, 84, 212–227.
Gullbrandsen, L.H., Vormedal, I. & Larsen, M.L. (2022). No logo? The failure of ASC salmon labeling in Norway and the UK. Marine Policy, 138, 104987.
Heide, M., Honkanen, P. & Altintzoglou, T. (2023). Hva påvirker sjømatforbruket blant unge voksne i Norge. Rapport 9/2023, Nofima, Tromsø