The role of production method information on sensory perception of smoked salmon: A mixed-method study from Denmark

Product information is capable of steering the consumers’ expectation formation process. Therefore, this paper aims to investigate whether information on production method influence consumers’ preference and liking of smoked salmon. A consumer test was conducted among 92 consumers to determine liking of the smoked salmon on a 7-point hedonic scale before (blind) and after (informed) receiving information about production method (organic, conventional and wild-caught). Further, two explanatory focus group discussions (n = 5 in each group) were conducted to determine consumers’ belief on production method. A linear mixed-effects model analysis indicated that the consumer overall liking of wild-caught smoked salmon significantly increased after production method information was provided, while regarding organic and conventional smoked salmon no significant difference was noted. Post hoc test indicated that organic smoked salmon was significantly more liked than wild-caught smoked salmon (mean difference ± standard error: 0.652 ± 0.19, p < 0.01) in blind condition, however, between organic and conventional smoked salmon no significant difference was noted (-0.032 ± 0.19, p = 0.983). Further, in informed condition, organic smoked salmon was significantly more liked than conventional smoked salmon (0.50 ± 0.19, p < 0.05), however, between organic and wild-caught smoked salmon no significant difference was noted (0.228 ± 0.19, p = 0.452). Relative importance analysis results suggest that liking of taste was the most important contributor (26.84%) to smoked salmon overall liking (p < 0.05, R2 = 74.17%). Focus group discussion revealed that consumer beliefs related to food safety, animal welfare and sustainability as well as purchasing habits seem to influence smoked salmon preferences. Thus, organic aquaculture sector should focus on promoting consumer beliefs by providing reliable information based on scientific evidences that helps differentiates their products with that of conventional and wild-caught smoked salmon. Future studies might investigate other fish species to better understand the role of product method information on consumer preference and liking of fish.