The role of knowledge and attitude in the intention to purchase farmed fish among Generation Z university students

Purpose This study investigates the influence of knowledge and attitude on the intention to purchase farmed fish among two groups of fish consumers in the Generation Z cohort of university students. Design/methodology/approach Data were collected through an online questionnaire administered to 303 university students. Participants were classified as regular (≥1 per week) or occasional (<1 per week) fish consumers. Partial least squares structural equation modelling was employed to test the theoretical framework, whereas multigroup analysis assessed differences between consumer groups. Findings The results indicate that students' attitude towards farmed fish is positively associated with their intention to purchase farmed fish, while objective knowledge is a stronger predictor of attitude than subjective knowledge. Among regular consumers, both objective and subjective knowledge are positively related to attitude towards farmed fish, whereas among occasional consumers, only objective knowledge has a significant influence. The relationship between attitude and purchase intention is significantly stronger among regular consumers, and attitude plays a mediating role between knowledge and purchase intention. Originality/value The study contributes to a better understanding of Generation Z consumers' behaviour towards farmed fish, emphasising the different importance of attitude and knowledge types across consumer segments. Policymakers and food marketers aiming to promote sustainable aquaculture products and engage younger consumers can benefit from the findings discussed.