Analyzing Fish Consumption Behavior of Turkish Consumers with Theory of Planned Behavior

• İsa Şen ^[1] ; Ferit Rad ^[1] ; Gülsemin Şen Ağilkaya ^[1]
  1. [1] Mersin University

     Mersin University

     Turquía

     
• Localización: Thalassas: An international journal of marine sciences, ISSN 0212-5919, Vol. 38, Nº. 2 (October 2022), 2022, págs. 929-937
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Many studies examining the fish consumption habits were carried out in Turkey. However, there are few studies examining the factors influencing the consumption behaviors. For this purpose, in this study, factors influencing the fish consumption behaviors of individuals living in Turkey were examined within the context of the theory of planned behavior. The objective of this study was to identify and elaborate the factors which influence the fish consumption behaviors of the individuals living in Mersin province, by using the Theory of Planned Behavior (Ajzen in Organ Behav Hum Decis Proc 50:179–211, 1991) as a framework model. The data obtained from face-to-face interviews were statistically analyzed. The analyses were performed for both individuals and gender groups. According to the results it was determined that the attitude towards fish consumption, the subjective norm, and the perceived behavior control were found to positively influence the intention, whereas the effect of subjective norm was found to be lower than the other factors. In general, in analysis performed, it was found that the there was a strong and positive relationship between perceived the behavior control and intention and the consumption frequency. It was found that the participants thought that the fish is a healthy, nutritive, and reliable food, and that this thought has positive effect on the fish consumption frequency. When compared to the female participants, the male participants felt themselves to have a better grasp of selecting, cleaning, and cooking fish. Outputs of the study, prove that the theory of planned behavior is suitable for determining the factors influencing the fish consumption for consumers in Mersin province/Turkey.