Despite increasing levels of per capita seafood consumption globally, consumption levels across the population vary with many consumers eating less than recommended weekly intakes. This study investigates the influence of childhood patterns of seafood consumption, consumer confidence in selecting and preparing seafood, adult eating habits and lifestyle on seafood consumption.

Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis was conducted using a sample of 1,318 Australian adults. The results show that consuming seafood regularly in childhood and developing the confidence to select and prepare seafood as an adult contributes to the development of seafood eating habits. Subsequently, a habit of consuming seafood leads to a lifestyle involving regular consumption of seafood.

The results indicate the need to develop and implement intervention strategies for encouraging childhood seafood consumption (‘train the child’) and increasing adults’ confidence in selecting and preparing seafood (‘teach the adult’). Intervention strategies proposed include educational programs targeted at both children and adults, combined with the development of seafood products that appeal to children and suit the changing lifestyle needs of today’s 21st century consumers.

Birch, D., Dean, D., Fazal-e-Hasan, S. M., & Lawley, M. (2018). Train the Child and Teach the Adult: Developing Intervention Strategies for Increasing Seafood Consumption. Journal of Consumer Behavior, (in print).