A comparative evaluation of women's perceptions and importance of sustainability in fish consumptionAn exploratory study among light consumers with different education levels.

Purpose – The purpose of this paper is to explore women's perceptions about the benefits and risks of fish consumption, while exploring differences on their views about wild and farmed fish, considering light fish consumers. Design/methodology/approach – The methodology adopted is exploratory, using focus group technique, segregating women by education level (higher education versus lower education). A focus group guide was designed, taking into account the following dimensions: attitudes towards fish consumption and perceptions towards farmed fish relative to wild fish, also considering risk perceptions related to farmed versus wild fish. Findings – This study has shown that fish consumers enjoy the taste of fish and they are strongly convinced that eating fish is healthy. The main reason for their low fish consumption is related to perceive lacking of convenience. Women with higher education levels expressed additional knowledge considering different aquaculture systems and women with lower education levels were convinced that both wild and farmed fish offer benefits and present disadvantages. Originality/value – The paper shows that attitudes of light fish users are partially similar to heavy fish users considering farmed fish production, with the search for convenience being driven by either perceived lack of time or perceived lack of cookery skills to prepare fish-based meals. [ABSTRACT FROM AUTHOR]