This study aims to develop effective strategies for stimulating seafood consumption in the growing young children market, particularly at a time when interest in healthy eating is increasing. To achieve this, data from the 2023 survey on changes in seafood consumption behavior of 1,000 domestic consumers by the Korea Disease Control and Prevention Agency were utilized. The analysis was conducted using an ordered probit model, along with T-tests and chi-square tests to examine the determinants of seafood consumption. The results indicated that the presence of young children in a household significantly influences seafood consumption. This is largely due to the perception that seafood is beneficial for the health and safety of infants and toddlers. Households with young children prioritize food safety and convenience, showing a preference for pre-processed seafood, while households without young children tend to purchase unprocessed seafood and prepare it themselves. This study highlights the impact of having young children on seafood consumption and purchasing behavior, providing valuable insights for the development of targeted seafood marketing strategies and policies.

This study analyzed the determinants that affect the purchase of ready-to-cook seafood products using the “Consumer Attitude Survey on Processed Foods” from 2018 to 2021. Dietary lifestyle, food awareness and preference survey questions were categorized, and factors affecting the purchase probability of ready-to-cook seafood were identified through a binomial logit model. The main research findings are as follows. First, consumers had higher preference for quality, safety, and new taste factors than health and price factors when purchasing HMR (Home Meal Replacement). Second, through binomial logit model analysis, the probability of purchasing ready-to-cook seafood products was low in the group pursuing taste and economy. On the other hand, the purchase probability was high in the group seeking convenience. Third, the purchase probability of ready-to-cook seafood products was higher in households with two or more persons than in single-person households. These results suggest that differentiated product development and marketing strategies should be needed for each consumer groups in the seafood convenience food market

The objective of this study is to investigate consumer preferences, perception and consumption patterns for fish products. To investigate the difference in consumer responses according to the characteristics of the population parameters, data were collected from the survey of 404 Koreans and analyzed. The results are as follows: First, the differences of age; for the question of the reason why do you eat fish products, the younger generation (20〜30s)’s most answer was‘The Taste’while the older age groups(40〜50s and over 60s)’most respond was‘For Health’. Second, the differences of sex; women relatively considered‘The Quality’of fish products more important than men when selecting the products. Whereas, men thought‘The Taste’of fish products more important than women when they choose fish products. In addition, when the bad news or hygiene accidents about fish products are reported on media, women reacted more negatively for fish products purchase than men. Third, the differences of family members; the respondents who lived with 3 or more family members showed higher preference rates about purchasing trimmed fresh fish at the store than respondents who lived with 2 or less family members. On the other hand, single households relatively bought processed fish products and RTE(Ready To Eat) fish products more than other family member groups. In addition, single households preference rates about eating fish products as a main dish were very high compared to other groups.

The purpose of this study was to measuring the effects of health involvement, attitude, perceived behavioral control (PBC), behavioral intention on seafood consumption. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships among constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effect of health involvement on attitude was statistically significant. The direct effects of health involvement, attitude and PBC on consumption were statistically significant. As expected, attitude, PBC and behavioral intention had significant direct effects on consumption. Moreover, health involvement had a significant indirect effect on behavioral intention through attitude and PBC. Health involvement also had a significant indirect effect on consumption through attitude, PBC and behavioral intention. Attitude and PBC had significant indirect effects on consumption through behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among health involvement, attitude, PBC, behavioral intention and seafood consumption. Other variables(sensory variable, habit, norm etc) may be incorporated to form models that consist of new antecedent and consequence pairs.

The objective of this study consists in promoting seafood consumption by increasing its intake opportunities for children through analysis of seafood using frequency in the elementary school lunch program. For that purpose, randomly sampled out from elementary schools through the county were 155 dietitians and 5th grade 3581 children, on whom a mail survey was conducted to analyse their seafood using frequency, and preference, and lunch menu by seasons. Results of this study are as follows : The seafood using frequency of the respondents represented the highest value in one or two times a week, while obstacles in seafood use presented high values in the safety of food by 71.6% and children preference by 68.4%. The seafood intake frequency of the respondents showed the highest value in three or four times a week by 34.5% and the places of seafood intake indicated the highest response in the home by 43.5% and then school lunch and dining out. The dietitians responded that children for the most part had not a preference for seafood, whereas the children pointed out average by 46.2%. As for reasons for avoidance of seafood, the dietitians expressed the highest response in it depends cooking methods by 45.8%, while the children because of its peculiar taste and smell by 42.1%. Their required improvement showed the highest response in the taste improvement by 51.8%. The children most preference for seafood that dietitians thought included fried Alaska pollack and shrimp cutlet, while dislikes braised mackerels and seasoned cold jelly fish. Cooking methods frequently used were represented in order of soup, hot soup, and stew, and the children's preferred cooking method was from fried food. Above results suggested that the intention to increase seafood using frequency is needed to at the time of planning the menus so that more seafood-providing opportunities can be given. The development of cooking methods is urgently needed that can change the taste or the smell of seafood, and concurrently with this conveniences be taken into account in eating such as elimination of bones, etc. as early as the states of purchase or checking of seafood. The reflection of the preferred cooking methods is thought to contribute to the enhancement of satisfaction with the seafood as well as to the reduction of food remnants. The recommendation of intake of low preference but nutritionally good seafood is required to be expanded in nutrition education.

The purpose of this study was to investigate attitude and behavior of eating and purchasing seafood in relation to eating pattern at the household level among Korean housewives. Analysis data from 676 housewives in Korea were collected with self-administered questionnaires. The results were as follows: Seventy-three % of the respondents answered that they liked seafood dishes for their taste, good nutrition and health benefit in order, but 3.2% disliked seafoods because of their bad smell, cooking difficulties and high prices. In comparison with the meat dishes, seafoods were considered superior to meat in nutritional value(49.9%), health aspect(46.4%) and taste(42.4%) but seafood stuffs were evaluated inferior to meat in the aspects of preparation process(43.9%), sanitational problems(40.4%) and higher price(35.2%). The favorite fish cooking methods of housewives turned out to be grilling, stewing, eating as raw fish, braising and frying in order. The 74.7% of respondents evaluated that their family preferred seafood dishes, but 37.2% of the subjects prepared seafood dishes 1-2 times a week followed by 3-4 times a week(24.0%), 2-3 times a month(19.6%), once a month(7.4%) and more than once a day(5.3%). The frequency rate of seafood preparation showed significant differences according to the monthly income of the household(p<0.05), the higher the income, the higher the frequency rate. As for the difficulties in preparing seafood dishes, cumbersome processes before cooking(45.4%), high price(10.4%) and sanitational problems of distribution(9.9%) were indicated showing significant differences among the age groups of the subjects(p<0.01). These findings revealed that younger generation housewife group is the major target in promoting seafood consumption at household level. We suggest to develop convenient sale packages and continuing education programs with information about easy handling and preparation of seafoods for the promotion of home cooking.