Factors Affecting the Consumption of Inland Fish: An application of the Theory of Planned Behaviour
Jayasinghe, J.M.J.K., Sasikaran, S. and Jayasinghe, C.V.L.
The aim of this study was to investigate the factors influencing inland fish consumption of consumers in Sri Lanka using the conceptual framework of the theory of planned behaviour. The data were collected from 219 consumers through a well-structured questionnaire administered in two districts. The study analysed the relationships between inland fish consumption, purchase behaviour, intention, attitudes, subjective norms and perceived behavioural control. Pearson correlation coefficient was used to identify the variables having significant impact. The results indicated that buying inland fish was significantly (p<0.01) influenced by intention of consumers. Attitudes, subjective norms and perceived behavioural control were positively and significantly (p<0.01) correlated with the intention of the respondents. The consumption of inland fish was highly associated with the intention and perceived behavioural control of consumers. The study highlighted the importance of designing and implementing appropriate policies to educate people and enhance the consumption of inland fish with a view to improve their protein intake.
KEYWORDS: Inland fish consumption, Intention, Purchase behaviour, Theory of planned behaviour