A new study has revealed that empathy plays a pivotal role in influencing consumer decisions to buy fish products with improved welfare standards. Conducted in Norway, the research sheds light on the stark disparity between public concern for the welfare of land animals and that of fish, despite growing evidence that fish experience pain, stress, and suffering during harvesting processes. The findings were published in the British Food Journal.
The study employed the value-belief-norm (VBN) model, which explains behaviour through personal norms activated by values and beliefs. Researchers enhanced this model by incorporating empathy to explore its emotional influence. Data collected from 416 participants showed that consumers who exhibited empathy towards fish were more likely to feel a moral obligation to support their welfare. This sense of personal responsibility translated into a stronger intention to purchase products derived from fish treated with higher welfare standards.
Findings highlighted the role of consumer values in shaping both beliefs and empathy. Those with strong biospheric values – prioritising environmental and ethical concerns—were more likely to empathise with fish and believe in their capacity to feel pain. These individuals demonstrated a willingness to alter their purchasing habits in favour of ethically sourced fish products. Conversely, consumers driven by hedonistic values, which emphasise personal enjoyment and self-interest, showed less empathy and placed less importance on fish welfare, reducing their intention to support welfare-friendly products.
The extended model demonstrated stronger explanatory power than traditional approaches, accounting for emotional and moral considerations that influence consumer decisions. Empathy was found to be a crucial factor, directly influencing the activation of personal norms. Notably, biospheric values positively impacted both empathy and beliefs about fish welfare, whereas hedonistic values had a negative effect.
These findings offer practical insights for marketers and policymakers seeking to promote fish welfare. For consumers with biospheric values, campaigns that emphasise empathy and the ethical benefits of welfare-friendly fish products are likely to resonate. Meanwhile, messages targeted at hedonistic consumers could focus on the superior taste and quality of such products, appealing to their desire for personal gratification while subtly introducing welfare issues.
Despite the promising insights, the study acknowledges the challenges of addressing fish welfare. Fish are less relatable to humans than mammals, and their sentience is often overlooked. This gap in public perception presents an obstacle for creating widespread support for welfare improvements. However, targeted efforts could gradually shift societal attitudes, aligning consumer behaviour with sustainable and ethical practices.
The findings underscore the importance of fostering empathy and tailoring communication strategies to consumer values. By doing so, industry players and policymakers can bridge the gap in public awareness and drive positive change in fish farming and harvesting practices. These efforts are critical for building a more ethical and sustainable food system that considers the well-being of all animals, including fish.
