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Japanese Consumer Preference For Raw Fish: Best–Worst Scaling Method, Takahiro Sajiki, Yu-Heng Lu

Journal of Marine Science and Technology

Given the declining consumption of fish and shellfish in Japan, it is essential to better understand consumer needs to design policies that increase consumption. Therefore, we clarify the relative degree of importance Japanese consumers place on various attributes of raw fish during purchase based on a questionnaire survey employing best–worst scaling. We find that consumers prioritize freshness, price, taste, appearance, safety, seasonality, ease of cooking and eating, nutrition, origin, wild fish, and effect on natural environment and ecosystem, in that order. Wild fish has unexpectedly low importance, although Japanese consumers conventionally purchase captured fishery products rather than cultured ones. The …