Consumers’ evaluation and intention to buy traditional seafood: The role of vintage, uniqueness, nostalgia and involvement in luxury

• Published in: Appetite 2021-02, Vol.157, p.104994-104994, Article 104994
• Main Authors: Olsen, Svein Ottar, Skallerud, Kåre, Heide, Morten
• Format: Article
• Language: English
• Subjects: Nostalgia; Prestige/luxury; Product evaluation; Samfunnsvitenskap: 200; Social science: 200; Traditional food; Uniqueness; VDP
• ISSN: 0195-6663; 1095-8304; 1095-8304
• DOI: 10.1016/j.appet.2020.104994

This study extends the understanding of the relationship between consumer motivation, involvement and evaluation of traditional food products (TFP). One important research issue was to explore whether consumers' perceived uniqueness could be one important quality or value that theoretically and empirically could differentiate TFP from ordinary, usual and “everyday” traditional food. A central location test of two different vintages (maturation times) of salt-cured clipfish in combination with a survey to assess individual motivational constructs was used to test the conceptual model. Our expectations were confirmed. Perceived uniqueness influences future intention to consume and is motivated by involvement in TFP. The theoretical arguments of the relevance of the perceived uniqueness of traditional food was also supported by the positive relationship between general involvement in luxury (prestige) and involvement in TFP. In addition, this study found a significant positive relationship between product-specific nostalgia and involvement in TFP. To our knowledge, no previous study we are aware has discussed, designed or tested these theoretical relationships. Our findings have promising implications for the seafood industry in order to achieve unique product value and increase consumers’ willingness to pay, by promoting uniqueness, prestige and nostalgic product features of vintage salt-cured clipfish. •Perceived uniqueness can be one relevant feature of traditional food.•Perceived uniqueness influences future intention to consume traditional seafood.•Involvement in traditional food products (TFP) is positively related to perceived uniqueness of traditional seafood.•General involvement in luxury and individual feelings for the past (nostalgia) stimulate engagement and involvement in TFP.•The seafood industry may consider using uniqueness, luxury and nostalgic promotion to increase consumption for TFP.