Purpose: The purpose of this study was to determine consumer beliefs and concerns regarding fish/shellfish consumption and preparation as related to food safety and quality.
Methods: An electronic survey and focus group discussions (FGDs) were conducted. FGDs were completed in three different settings representing an academic community, an inland community, and a coastal community. Focus group questions and probes centered on concerns and beliefs about fish/shellfish consumption and preparation. FGDs were video and audio recorded, transcribed, and coded using video-coding software. Inter-coder reliability for software coding was validated.
Results: Concerns about preparing fish and shellfish, as reported by survey respondents, included foodborne illness, proper handling and cooking, freshness/quality/source, safety, smell, and cost. Only 37% of survey respondents identified the appropriate temperature range to meet safety and quality criteria. Nine main FGD theme categories emerged: experience, trust, confidence, quality of product, motivation, concerns, cooking procedures, cooking instructions, and knowledge. Experience with fish/shellfish increased confidence in preparation. Trust in product quality and accuracy of information influenced consumer actions. There are both positive and negative motivators for fish and shellfish consumption. Consumers have concerns regarding fish/shellfish products and preparation. Current guidelines need additional instructions to help consumers increase knowledge and confidence. There is confusion and a lack of knowledge regarding preparation of fish/shellfish.
Significance: More educational materials need to be developed to help increase consumer confidence in preparing fish and shellfish products and to increase their knowledge regarding these products.