Do values, attitudes, and social norms play a role in younger Norwegian consumers’ intention towards fish consumption?
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- Master of Science 
Generation Z and millennials, have listed environmental consciousness as their top personal concerns. However, the theory shows that there is a gap between consumers' attitude and behavior related to behaving environmentally friendly. As fish has a lower carbon footprint than other sources of protein, we suggested there is a connection between being environmentally conscious and consuming fish. Moreover, social norms have been found to have an impact on people's values, attitudes and behavior. Thus, making it interesting to explore if friends and influencers influence consumers to be more environmentally conscious, having a better attitude towards fish and green food, and lastly their intention towards consuming fish. The purpose of this study is to examine our extended VAB-model by investigating how environmental consciousness influences individuals' attitude toward fish and attitude towards green food, and further how these attitudes affect their intention to fish consumption. Social norms are investigated as a direct driver for value, attitudes and behavior. This study’s topic is initiated by Lerøy, to seek solutions to increase the consumption of fish among younger people, which is why moderators age and gender was explored. The results from an online survey with 452 respondents shows that environmental consciousness has a positive effect on attitude towards green food. Further, attitude towards fish has a positive effect on intention towards fish consumption. Also, a positive attitude towards green food has a positive effect on the attitude towards fish. However, our study revealed that environmental consciousness did not have any effect on the attitude towards fish, and a positive attitude towards green food does not have any effect on intention towards fish consumption. Younger people are less environmentally conscious than people above the age of 35. Our findings indicate that younger people today have a slightly positive attitude towards fish. However, the more environmentally conscious they are, the worse their attitude towards fish is. Younger people are more concerned about the environment, however, there is a gap between their level of concern and action. The results indicate that younger people in general are more influenced by social norms, and that friends have a greater effect than influencers.
Masteroppgave(MSc) in Master of Science in Business, Leadership and Change - Handelshøyskolen BI, 2021