The study aims to obtain a more profound knowledge about fish consumption preferences and patterns in Edirne center and districts, as well as determine the underlying dynamics. Factor analysis was used to determine the factors affecting consumers’ fish consumption, and the relationships between these factors and socio-economic and demographic variables were examined. According to the study results, 99.7% of the participants consume fish, and their annual average fish consumption is 7.9 kg. This rate is high compared to the Turkish average and very low compared to the world average. Fish consumption occurs a few times a month (29.9%). Factor analysis revealed four factors affecting fish consumption: consumption tendency, negative perception, nutritional value perception, and conscious choice effect. These factors significantly influence consumers’ fish consumption habits. The study revealed that women’s perception of fish consumption is more negative than men’s, and low-income groups attach more importance to the nutritional value of fish. It was also determined that consumers make more conscious choices about fish consumption as their age and education level increase. The results show that regional differences and socio-economic factors affect fish consumption. Cultural awareness, education, and conscious consumption incentives were suggested to increase consumers’ fish consumption. It was also stated that local fish species should be promoted, and healthier and more sustainable practices should be established in fish consumption
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