{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,8]],"date-time":"2026-09-08T09:10:38Z","timestamp":1788858638798,"version":"build-2803163510"},"reference-count":49,"publisher":"MDPI AG","issue":"18","license":[{"start":{"date-parts":[[2026,9,8]],"date-time":"2026-09-08T00:00:00Z","timestamp":1788825600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100005906","name":"Central Public-interest Scientific Institution Basal Research Fund of the Chinese Academy of Fishery Sciences","doi-asserted-by":"publisher","award":["2026A006"],"award-info":[{"award-number":["2026A006"]}],"id":[{"id":"10.13039\/501100005906","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100005906","name":"Central Public-interest Scientific Institution Basal Research Fund of the Chinese Academy of Fishery Sciences","doi-asserted-by":"publisher","award":["2025A011"],"award-info":[{"award-number":["2025A011"]}],"id":[{"id":"10.13039\/501100005906","id-type":"DOI","asserted-by":"publisher"}]},{"award":["2026A006"],"award-info":[{"award-number":["2026A006"]}],"id":[{"id":"https:\/\/ror.org\/02bwk9n38","id-type":"ROR","asserted-by":"publisher"}]},{"award":["2025A011"],"award-info":[{"award-number":["2025A011"]}],"id":[{"id":"https:\/\/ror.org\/02bwk9n38","id-type":"ROR","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Foods"],"abstract":"<jats:p>Information asymmetry in aquatic product markets heightens consumers\u2019 perceived food safety risks. Using basa fish as the focal product, this study examined how public opinion content influences purchase intention through perceived benefits and perceived sacrifices, and whether regulatory focus moderates these effects. Based on a scenario experiment, prior basa fish consumers were randomly assigned to positive, balanced, or negative video conditions; the final per-protocol sample comprised 742 participants. Baseline-adjusted analyses showed that positive content produced the highest perceived benefits and purchase intention and the lowest perceived sacrifices, balanced content produced intermediate responses, and negative content produced the least favorable responses. Significant indirect effects operated through perceived benefits and perceived sacrifices. Regulatory focus produced selective moderation: among more promotion-oriented consumers, the positive-versus-negative and balanced-versus-negative advantages in perceived benefits, and the balanced-versus-negative reduction in perceived sacrifices, were greater; among more prevention-oriented consumers, the balanced-versus-negative advantage in purchase intention was greater. These findings clarify how complete public opinion message packages shape consumer evaluations and provide guidance for aquatic product communication and market governance.<\/jats:p>","DOI":"10.3390\/foods15183169","type":"journal-article","created":{"date-parts":[[2026,9,8]],"date-time":"2026-09-08T08:10:22Z","timestamp":1788855022000},"page":"3169","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Seeking Benefits or Avoiding Risks? Public Opinion Content and Consumers\u2019 Purchase Intention Toward Aquatic Products: The Case of Basa Fish"],"prefix":"10.3390","volume":"15","author":[{"ORCID":"https:\/\/orcid.org\/0009-0003-8548-834X","authenticated-orcid":false,"given":"Xiaoyan","family":"Wang","sequence":"first","affiliation":[{"name":"Chinese Academy of Fishery Sciences, No. 150 West Qingta Road, Fengtai District, Beijing 100141, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jianbo","family":"Luo","sequence":"additional","affiliation":[{"name":"Chinese Academy of Fishery Sciences, No. 150 West Qingta Road, Fengtai District, Beijing 100141, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yizhuo","family":"Zhang","sequence":"additional","affiliation":[{"name":"Chinese Academy of Fishery Sciences, No. 150 West Qingta Road, Fengtai District, Beijing 100141, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xiang","family":"Gao","sequence":"additional","affiliation":[{"name":"Chinese Academy of Fishery Sciences, No. 150 West Qingta Road, Fengtai District, Beijing 100141, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yongxiang","family":"Zhang","sequence":"additional","affiliation":[{"name":"Chinese Academy of Fishery Sciences, No. 150 West Qingta Road, Fengtai District, Beijing 100141, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yue","family":"Sun","sequence":"additional","affiliation":[{"name":"School of Accounting (Wealth Management), Ningbo University of Finance and Economics, No. 899 Xueyuan Road, Haishu District, Ningbo 315175, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Lejun","family":"Xu","sequence":"additional","affiliation":[{"name":"Chinese Academy of Fishery Sciences, No. 150 West Qingta Road, Fengtai District, Beijing 100141, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2026,9,8]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"101085","DOI":"10.1016\/j.phycom.2020.101085","article-title":"Optimization of vehicle routing problem for emergency cold chain logistics based on minimum loss","volume":"40","author":"Qi","year":"2020","journal-title":"Phys. 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