As a part of SEAFOODplus training activities and mobility programme, Zuzanna Pieniak from Ghent University, Belgium (2.3 SEA-INFOCOM) visited Dr. Karen Brunsø and Prof. Joachim Scholderer from the MAPP, University of Aarhus in Denmark (2.1 CONSUMERSURVEY) to identify market segments based on consumer’s use of and trust in information sources about fish in order to develop effective seafood communication. The study described was performed as a part Zuzanna Pieniak’s PhD. Measures of information sources and cues have been cross-culturally validated and three consumer segments have been identified.
