Fish consumption: an application of the theory of planned behavior

Abstract

Health and well-being are increasingly influencing consumption decisions and the fish in turn receives a special highlight in this regard. The food is distinguished by the nutritional value as to the quantity and quality of its proteins. On the other hand, although statistics show expansion in the Brazilian fishery sector, specifically for fish production, per capita consumption does not show growth in the same proportion, this being the least consumed meat in some regions of the country. In the State of Mato Grosso do Sul, fish consumption is well below the national average per capita, only 3.98 kg/inhabitant/year. In view of this scenario, the objective of this study is to investigate whether the Theory of Planned Behavior (TCP) could predict the intention for consumption of fish protein in a sample of South American consumers. The results provide a clearer understanding of fish consumption intentions. In addition, all the original TCP constructs (attitudes, subjective norm, and perceived behavioral control) were significant predictors of protein consumption intent. The construct healthy values were found as an important additional variable when it comes to fish consumption. The results also provide a variety of useful information for the development of new studies and the creation of public campaigns aimed at increasing the consumption of protein in the diet of individuals.