Abstract

Seafood is a major source of protein in Southeast Asia (SEA). Consumers in SEA often purchase seafood in whole or live form from wet markets and traditional retail settings. In such contexts, visual recognition and prior sensory familiarity may shape food choice, trust and perceived product authenticity. This study aims to investigate consumers’ ability to identify ten seafood species (including one freshwater fish). Ten species that are commercially sold and are widely available in the participating countries were used. Participants were shown standardised images of each species and asked to provide the commonly used name of the seafood species. A total of 1,164 valid responses from Indonesia, Malaysia, the Philippines, Thailand and Vietnam were received. The participants scored an average of 4.94±2.33 (median=5.00) out of 10 species indicating average knowledge or familiarity with the seafood species. Cross-country differences were observed, with respondents from Malaysia (Odds Ratio [OR] =9.092, p<0.001) and Thailand (OR=6.447, p<0.001) demonstrating significantly higher identification accuracy. Living in coastal areas and more frequent seafood consumption were also associated with better recognition performance. These findings suggest that consumers’ familiarity with seafood is influenced by cultural food practices, environmental proximity to marine resources and habitual consumption patterns. Our findings also revealed some common misconceptions of seafood species. The lack of familiarity of certain seafood species and no standardised acceptable or market names of seafood species may lead to misidenfication of seafood species. Variability in commonly used market or vernacular names further complicates consumer recognition and may influence perceived quality.