Consumer Perceptions of the Canadian Salmon Sector and Their Influence on Behaviors

Previous research on consumer perceptions of salmon has often neglected Indigenous rights within the Canadian salmon industry. This study acknowledges the decline in salmon farm licenses in British Columbia and aims to achieve three main objectives: (1) gain a comprehensive understanding of four consumer perceptions—environmental sustainability, economic considerations, Indigenous rights, and price increase—across diverse consumer profiles through a cross-national online survey; (2) identify factors influencing these four consumer perceptions; and (3) assess the impact of these perceptions, along with socio-demographic variables and consumer motivations, on seven purchasing behaviors related to Canadian salmon products. Data analysis employs the graded response model and cumulative link models. The results illustrate how consumer profiles influence the four perceptions and their key determinants. Additionally, the study quantifies the impact of environmental sustainability, economic considerations, Indigenous rights, and a price increase on consumer purchasing behaviors.