Health-Orientation and Socio-Demographic Characteristics as Determinants of Fish Consumption

There are many research on consumer perception of fish product attributes. To increase fish consumption, as recommended by international health organizations and dietary guidelines, there is a need to better understand what drives consumers to fish consumption behaviour. The objective of the research is to explore determinants of fish frequency consumption, with focus on healthy attitude and socio-demographic or family structure characteristics. The research interviewed 740 consumers face-to-face. Data elaboration includes a factor analysis, with PCA and Varimax rotation, and multiple multivariate linear regressions. Results show that consumer health-orientation and social influences are better drivers to increase fish consumption frequency, compared to socio-economic characteristics, including households with children. Easing consumer time constraints and fish purchasing favor convenience and at home fish consumption frequency. Given the health advantages of higher fish consumption, government initiatives should support fish food industry marketing strategies.