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Seafood consumption in Sweden is below the national recommendations and limited to very few species. This study aims to explore the factors shaping seafood choices at the point of purchase among a sample of current consumers in Sweden, and examines their attitudes regarding seafood consumption more broadly.

Convenience sampling was used to recruit consumers planning to purchase seafood at a supermarket in Sweden. Participants’ shopping trip was recorded using wearable eye tracking glasses and, upon completion, semi-structured interviews were conducted using a cued retrospective think aloud method. This exploratory study integrates qualitative data (N = 39) with eye tracking data (N = 34), to explore how seafood choices unfold when consumers purchase at the point of purchase.

Purchases were mostly restricted to familiar seafood species. Four interlinked main themes were identified from thematic analysis of the interview data: Ambivalence, Nice and Necessary, Proficiency with Seafood and External Influences. Sustainability information (e.g. certifications) faced strong competition from other visual elements at the point of purchase, receiving less attention than product imagery and pricing information.

This study is the first to explore the factors shaping seafood choices of current consumers at the point of purchase. The unique approach, combining explicit and implicit measures, enriches understanding of the factors influencing seafood choices and how these may interrelate. The results are valuable for the industry and contribute to the literature by identifying possible routes to improve seafood sustainability communication.

This chapter contributes to the literature on domestic food provisioning and food insecurity in contemporary Europe, focusing on lone-parent households living with a disability or long-term health condition, either of a parent and/or a child, in the United Kingdom and Denmark. Taking a comparative case approach, it examines parents' strategies to achieve food security through practices of ‘domestic food provisioning’ that draw on resources within and outside the household. Taking account of the multiple layers of context in which provisioning practices are embedded, this chapter identifies factors or mechanisms that enhance or reduce food security for families living with a disability or long-term health condition. At the micro-level of food preparation, these families experience challenges including cooking and requirements for labour-saving equipment, providing meals that meet the needs of selective eaters (often children), the need to rely on their children's help and for outsourced domestic labour through buying ready-made foods. At the meso-level of procurement and ‘physical access’ to shops, transport is crucial, with households experiencing differences in service provision. At the macro-level of national welfare systems and ‘economic access’ to food, this chapter points to evidence that Britain provides insufficient financial provision for those with a disability or long-term health condition compared with Denmark, differences reflected in the depth and rates of poverty and food insecurity between these countries. However, as the cases in both countries demonstrate, welfare benefits provide insufficient financial resources to access adequate nutritious food or meet customary norms.

This research aims to empirically test the boundary conditions under which the archetype-based narrative structure of storytelling brand advertisement through internal endorsement can generate brand love by making the consumers anthropomorphize the brand archetype.

Two studies based on survey and experimentally designed stimuli were conducted to validate the conceptual framework. The data were analyzed using confirmatory factor analysis and process macro on SPSS.

The results support that when the brand is endorsed in the storytelling ad by an internal endorser or storyteller, the narrative structure of the storytelling ad impacts brand love via the anthropomorphization of the brand archetype. The congruence between the internal storyteller’s personality and the archetype’s personality moderates the effect of the narrative structure on the anthropomorphization of the brand archetype, leading to brand love. The psychological sense of brand community further conditions the moderating impact of congruence.

The research provides insights to the brand marketers that internally endorsed archetype-based storytelling brand ads can be effective when the personality of the internal endorser is congruent with the personality of the archetype and the target consumers have a strong psychological sense of brand community.