CONSUMER INTENTIONS TO CONSUME FISH PRODUCTS: EXPANDING THE THEORY OF PLANNED BEHAVIOR WITH PRODUCT ATTRIBUTES

Abstract

Abstract: The paper aims to provide a more comprehensive understanding of the role of fish product attributes in consumer’s behavior intentions. Building upon the theory of planned behavior, utility and control attributes are integrated to explain attitude, perceived behavioral control, and behavioral intentions. The research hypotheses are tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) on a sample of 600 consumers. The hypothesis testing results show that the integrated attributes influence attitude and perceived behavioral control, thereby impacting consumer intentions to consume fish. Based on the research findings, several important managerial and educational implications are proposed.

Keywords: Theory of planned behavior; Fish product attributes; Utility attributes; Control attributes; Fish consumption intentions.