Determinant Factors in Fish Consumption: An Application of The Theory of Planned Behavior

Abstract

Objective: The objective of this research is to investigate the factors that influence fish consumption in the diet. Theoretical Framework: The theoretical framework addresses fish consumption, as well as the application of the Theory of Planned Behavior (TPB) in the context of fish consumption, providing a solid foundation for understanding the research context.   Method: The methodology adopted for this research comprises an exploratory study with a quantitative approach. The analysis was conducted using Structural Equation Modeling (SEM). Data collection was carried out through an online questionnaire administered from 01/12/2022 to 20/01/2023. The sample consists of 250 valid questionnaires.   Results and Discussion: The obtained results revealed that attitude, competences, and perceived behavioral control influence the intention and consumption behavior. This study outlines practical contributions by analyzing consumer behavior regarding fish consumption, linking it to environmental, social, and sustainability issues.   Research Implications: The implications provide insights into the field of sustainable consumer behavior. These implications encompass relevant estimates for traders and governmental entities to delineate strategies aimed at fish consumption.   Originality/Value: The novelty lies in using the competency dimension as an antecedent of consumption behavior. The relevance and value of this research are evidenced through robust statistical analysis (SEM) to examine the antecedents of fish consumption behavior.