Cognitive antecedents of consumers' willingness to purchase fish rich in polyunsaturated fatty acids (PUFA)

A sample of UK consumers (N=311) was interviewed in order to identify the a ttitudinal, cognitive and involvement characteristics of probable early ado pters of polyunsaturated fatty acid (PUFA) fed fish. Attitude to fish signi ficantly influenced PUFA fish, premium price PUFA fish, PUFA salmon, PUFA e el and PUFA sturgeon purchase. Involvement in healthy eating influenced PUF A fish, premium price PUFA fish and PUFA salmon purchase. Cognitive style d id not influence PUFA fish and premium price PUFA fish purchase, nor, contr ary to earlier research, did cognitive style and involvement interact to in fluence intended PUFA fish purchases. (C) 1998 Academic Press.