2006 Volume 46 Issue 2 Pages 83-104
Japan as a global seafood powerhouse with large imports has been reinventing its seafood custom. Whilst there is extensive research about seafood consumption, seafood imports and regional preferences, research into consumer evaluation of seafood based on product attributes, country of origin attributes and impact of ethnocentrism on seafood evaluation has been limited within the context of Japan. This research addresses these deficiencies by researching consumer evaluations of various product attributes of seafood of imported vs. domestic origin, regional variations in evaluation and explore the phenomenon of ethnocentrism and its effects on domestic purchasing behavior. The study presents the results of a survey among 122, 108 and 126 respondents from Tokyo, Osaka and Hiroshima respectively. The findings reveal on overall positive image of imported seafood relative to those of domestic origin. Even seafood is deeply attached to the Japanese culture; none of the sub samples appears highly ethnocentric. Regional comparison reveals that on average most ethnocentric consumers was from Tokyo and Osaka. Moreover, consumer ethnocentrism and intention to buy domestic seafood has positive relationship. Japanese consumers evaluate seafood based on product attributes. Cultural sensitivity and ethnocentrism were not made direct impact on evaluation of imported seafood.
