The role and interplay of intrinsic and extrinsic cues in Australian consumers’ evaluations of fish

This study investigates the role and interplay of intrinsic and extrinsic cues when evaluating fish quality and in shaping consumers’ attitudes toward fish and fish consumption. A sensory analysis of nine different fish including five variants of Barramundi was conducted to determine how consumers evaluated the fish on intrinsic cues. Focus groups were then conducted to explore the impact of extrinsic cues on attitudes and purchase intentions. While quantitative sensory analysis revealed distinct differences between barramundi variants on intrinsic cues, the qualitative focus groups revealed that, as a brand, barramundi is perceived much more favourably and consistently, with consumers using extrinsic cues, particularly country of origin as surrogate indicators of quality. Key implications include the need for aquaculture producers to ensure intrinsic product quality and consistency, as while Australian consumers use the extrinsic cue of “Australian grown” as a surrogate indicator of quality, as their familiarity and confidence with seafood grows, this overreliance on extrinsic cues may diminish.