JIFAM Special Issue on Seafood Marketing

Abstract

The six papers in this special issue cover a broad range of scientific topics, theories and methods that are relevant to seafood marketing at both business-to-business and consumer levels. The special issue starts with a review of current issues related to e-commerce for seafood products and the need for more product-specific attention. Consideration is then given to innovation and knowledge exchange in small-scale fisheries and aquaculture and the need for marketing strategies and decision-making in these contexts. The special issue then moves on to discuss the power of retailers and their branding strategies for wild and farmed seafood and its effect on product longevity. A central factor that influences consumer choices for seafood is quality. Reflecting this, a consumer-based quality framework and how it could support producers in providing products that are liked is the focus of the fourth paper in this special issue. However, quality alone is never enough, and the following (fifth) paper adds to the discussion by examining how to target consumers with the right presentation of product sustainability. The last paper touches upon the current market situation during the COVID-19 pandemic and its influence on consumer preferences for locally produced seafood.