Health benefits derived from regular fish intake have encouraged governments to promote its consumption. However, can beliefs about fish increase expenditure on fish and reduce meat expenditure? Survey data from Modern Metropolitan Lima, Peru, indicate that female respondents were more likely to spend a bigger proportion on fish, while more educated respondents spent less on fish. Also, those with a higher household income and who eat fast food regularly were more likely to spend a bigger proportion on beef. Factors that positively influence expenditure share on fish were the belief that fish is healthy and nutritious, a preference for fish flavor and familiarity with fish. Conversely, these beliefs reduced the expenditure shares on beef and chicken. These outcomes demonstrate both the positive effect of fish consumption campaigns on fish expenditure and their negative impacts on meat expenditure, which has implications for campaigns developed by governments and the meat industry. PRACTICAL APPLICATIONS: Food policies and campaigns that promote regular fish consumption by highlighting its positive health benefits and nutritional content can influence the proportion that consumers spend on fish versus other sources of animal protein, beyond their effects on consumer preferences and willingness‐to‐pay for fish. However, these campaigns can result in reduced meat expenditure. These substitution effects between expenditure on related products, such as the case of fish and different types of meats, need to be considered by the authorities and the food industry, as new marketing strategies may need to be developed to increase the consumption of specific fish and meat products that have positive health and nutrition properties. In addition, food processors and retailers could introduce and promote new products in convenient formats for meal preparation to encourage consumption of fish and meat as part of a healthy diet.

中文翻译：

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我们应该在鱼上花更多钱吗？——消费者对鱼的看法如何影响鱼和肉的支出份额

定期摄入鱼类带来的健康益处鼓励政府促进其消费。然而，对鱼类的信念能否增加对鱼类的支出并减少肉类支出？秘鲁现代都市利马的调查数据表明，女性受访者更有可能在鱼类上花费更大的比例，而受教育程度较高的受访者在鱼类上的花费较少。此外，那些家庭收入较高且经常吃快餐的人更有可能在牛肉上花费更大的比例。对鱼的支出份额产生积极影响的因素是相信鱼是健康和有营养的，偏好鱼的味道和熟悉鱼。相反，这些信念减少了牛肉和鸡肉的支出份额。这些结果表明鱼类消费运动对鱼类支出的积极影响及其对肉类支出的负面影响，这对政府和肉类行业制定的运动产生了影响。实际应用：通过强调鱼的积极健康益处和营养成分来促进定期食用鱼的食品政策和运动可以影响消费者在鱼上的支出与其他动物蛋白来源的比例，而不仅仅是对消费者偏好和支付意愿的影响鱼。然而，这些运动可以减少肉类支出。相关产品支出之间的这些替代效应，例如鱼类和不同类型的肉类，需要当局和食品行业考虑，因为可能需要制定新的营销策略，以增加具有积极健康和营养特性的特定鱼和肉产品的消费。此外，食品加工商和零售商可以推出和推广方便形式的新产品，用于准备膳食，以鼓励将鱼和肉消费作为健康饮食的一部分。