The Mediator Role of Attitudes in Fish Choice Behavior: A Turkish Market Survey

Due to the dynamic nature of demand, it is becoming increasingly important for the fish industry to investigate the changing choice behaviors of consumers in the face of increasing demand. This research investigated the role of attitudes and socio-demographic characteristics, which are the main factors in the fish choice behavior of consumers and in fish consumption behavior. In this context, an ordered probit model was constructed to analyze the effect of attitudes and socio-demographic characteristics as independent variables on fish consumption and purchase intention as the dependent variables. In addition, descriptive statistics were also used to reveal the current preferences related to fish. The data required for the model and descriptive statistics were obtained from 421 participants using a cross-sectional consumer survey covering the main cities of the seven regions of Turkey. The results show that while consumers prefer fish more than red meat and less than poultry, they mostly buy fresh fish from fish markets. Moreover, taste, physical appearance, convenience, wild fish, and seller trust attitudes have a significant and positive relationship with the dependent variable (the frequency of fish purchase and consumption) and price has a negative and significant relationship. Moreover, an increase in education level has a positive and significant relationship with the frequency of fish consumption. The research results provide important suggestions and information for decision-makers in the fish industry to implement effective policies and meet the consumer expectations of producers and distributors in the fish industry. In addition, the current study provides guidance for future research.