| Summary: | Previous research within the lobster industry has often overlooked significant determinants that influence perceptions of lobster consumption. In response, this study aims to examine Canadian perceptions toward the Canadian lobster industry and to assess the impact of socio-demographics, consumer motivation, sustainability, economic diversity and equity, and traceability on the enjoyment of lobster consumption. An extensive cross-national survey was conducted, following a conceptual framework. Descriptive analysis and cumulative link models were deployed for data analysis. The outcomes indicate that Model 5 exhibits the best fit. Based on the findings from Models 2 and 5, key determinants influencing consumer preferences for enjoying lobster consumption include a preference for vegan diets, marital status, one's history of lobster purchases, the frequency of lobster consumption, the perceived importance of price, and support for the Canadian economy. In future research, natural language processing (NLP) techniques will be employed to gain deeper insights into consumer perceptions and behaviors within the Canadian lobster industry.
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