Building consumer’s trust: Overcoming Anisakis concerns to increase fish consumption

Anisakis is a zoonotic food-borne parasite that infects marine fauna. Regulations have been shown to be effective in ensuring correct product handling and mitigating adverse effects. Nevertheless, consumers still have a negative attitude towards Anisakis and fish consumption. The present study aims to improve knowledge of consumer behavior related to Anisakis in order to address it. Furthermore, the study develops and tests tools to improve the relationship between the population and fish consumption. Spanish consumers with different levels of exposure to risk were surveyed online (n = 1,426), and information was gathered about their characteristics, beliefs and behavior. Furthermore, consumers were exposed to three different messages about Anisakis. Pre- and post-message results were analyzed using multivariate regression models. The results of this study show that higher risk exposure does not affect risk perception, probably because continued exposure does not result in severe effects. Exposure to information about symptoms and treatments significantly increases risk perception and reduces willingness to increase fish consumption, compared to messages focused on avoidance. Policymakers could encourage fish consumption by promoting its benefits and reducing its prices, for example through tax reductions. Furthermore, policymakers should play a more active role in communication. Promoting fish consumption and providing guidelines to avoid food hazards are important tasks that public institutions should carry out themselves rather than delegating them to the media.