Reasons Underlying Low Fish Consumption Where Availability Is Not an Issue. A Case Study in Brazil, One of the World's Largest Fish Producers

This research investigated consumer behavior toward fish in a population with low fish consumption, using the theory of planned behavior. A questionnaire was run on a sample of 200 fish consumers in the city of R io G rande ( RS , B razil). The low frequency of fish consumption could be due to different barriers: a perceived difficulty in buying, preparing, cooking, the belief that it is expensive or the unpleasant sensory properties linked to fish (fishbones or smell). But there can also be cultural parameters determining habits and low consumption. Exploring the individual factors that determine fish consumption makes it possible to develop public policy strategies. Results showed that attitudes toward eating fish, subjective norms and perceived behavioral control all had a significant positive influence on the intention to eat fish. Intention and attitude both proved significant determinants of fish consumption frequency, with attitude inversely correlated to fish consumption. Habit appeared as an important discriminating variable for the consumption of fish. The findings show that the sampled population could be potentially bigger consumers of fish with the correct promotion strategies. The B razilian government should plan campaigns to promote the habit of eating fish that use the idea of health‐consciousness, target younger people and increase the appeals to give the family healthy food. Practical Applications The practical application of the theory of planned behavior as a tool to study a population with low fish consumption is that it aids the understanding of the factors and barriers influencing this behavior and facilitates planning for future changes in eating behavior.