Recent research has drawn attention to the role of past behaviour and habit in the overall structure of consumer behaviour. We argue that in cross-sectional data past behaviour and habit must be confounded with present beliefs and attitudes when the behaviour in question has been enacted numerous times before. To disentangle the effects, longitudinal data were collected from a large panel of Norwegian consumers (effective N=4184) in 1996, 2000, and 2004. Cross-lagged panel analysis indicated that higher consumption of traditional seafood led to increasingly negative evaluations of the product supply. These negative evaluations, in turn, prompted substitution of traditional seafood with newly available, processed seafood products and an increasing dominance of aqua-cultured species. The theoretical discussion focuses on the inability of static models of consumer behaviour (in particular, the theory of planned behaviour) to capture such dynamic effects. Marketing and policy implications related to the changing structure of the seafood market are outlined.