Food choice is a complex process shaped by multiple interrelated factors. To capture this complexity, several theoretical frameworks have been developed (Chen & Antonelli, 2020; Eertmans et al., 2001; Furst et al., 1996; Grunert et al., 1996; Meiselman, 1996; Shepherd, 1999; Steenkamp, 1997). Most of these frameworks identify three broad categories of influences: the food itself, the individual, and the cultural or contextual environment in which food is consumed.
Building on this foundation, the Aquatic Food Choice Framework takes a comprehensive approach by grouping the most important determinants into three categories, reflecting the complexity of aquatic food consumption and dietary change.
Cultural and contextual factors include traditions, social norms, and food socialisation processes that shape the environment in which choices are made.
Individual factors involve socio-demographic characteristics, psychological drivers, and individual tendencies that influence decision-making.
Food-related features, both internal (e.g., sensory properties, quality) and external (e.g., price, labelling, packaging).
The following chapters explore these dimensions in detail and examine how they affect aquatic food choices in the Nordic region. Understanding these interconnected elements is crucial for explaining consumer behaviour and identifying opportunities to increase seafood consumption. Together, they form the basis for designing effective interventions and policy measures that support higher intake of aquatic foods in line with the Nordic Nutrition Recommendations.