Fostering Sustainable Marine Product Consumption: Understanding the Impact of Food-Related Lifestyles and Social Influences on Attitudes

The purpose of this study is to examine consumers’ marine product consumption patterns using a modular food-related lifestyle measurement scale and to investigate the influence of social factors on their attitudes toward marine product consumption. Data were collected over a one-week period in September 2023, and 349 responses from Korean consumers were analyzed. The results revealed significant differences in food-related lifestyles between consumers who consume marine products more than five times a week and those who do not consume them at all. Consumers who prioritize food-related lifestyles tend to place greater importance on checking the country of origin of marine products before consumption. The structural model indicated that food involvement and food responsibility positively influenced attitudes, while food innovativeness did not have a significant impact. Regarding social factors, such as subjective norms and information-seeking behavior on social media, a positive relationship between subjective norms and attitude was confirmed. The findings of this study have significant implications for promoting sustainable marine product consumption. By identifying Korean consumers’ marine product consumption behaviors and their food-related lifestyles, this study provides valuable insights into how targeted strategies can encourage sustainable and responsible marine product consumption.