Patterns of affective images of animal-sourced food in Norway: Land versus sea

To get an understanding of drivers of animal-sourced protein consumption, we explored laypeople’s affective images of animal-sourced food. A national representative sample of the Norwegian population (N = 783) provided free associations to six food products originating either from livestock, capture fishery, aquaculture, or hunting. Subsequently, participants evaluated their own free associations as either positive, negative, or neutral. We found that people show different associative patterns for animal-sourced food from land than from sea. Livestock and hunting are mostly related to traditions and food, whereas capture fishery relates to production, consequences, and evaluations. People reported to have little knowledge about food products in the aquaculture category. Livestock was the most positively evaluated category, followed by hunting and capture fishery; aquaculture elicited the most negative associations. The current findings suggest a need to consider different strategies to encourage consumption of specific categories of food products.