The role of attitude and subjective norm on intention to sea fish consumption

Group Assignment on Multivariate Data Analysis

GROUP: B

Rahenul Islam 19820515-3730

Mohammad Nobi Ul Bashar 19791230-4750

Arman Hossain 19930701-0190

Md. Sabbir Ahmed 19850707-3636

Md Shafiul Islam 19891115-9013

Abstract:

This study was inspired by sustainable fish consumption through identifying the major
variables that have a strong influence on increasing fish consumption. Living sustainable way
is an important goal for policy makers, so more and more research is carried to identify the
behavioural variable to shift peoples‟ intention to sustainable consumption. Hence, this
research was conducted through 2154 Swedish adult and their behaviour towards fish
consumption. This study examined the role of past consumption behaviour of fish, attitude,
subjective norm, perceived behavioural control (PBC) and environmental preference to
influence on intention to sea fish consumption. Through multivariate data analysis, this study
reveals that attitude and subjective norm has significant positive relation on intention to sea
fish consumption. This study does not confirm the statistically significant relationship
between past behaviour, PBC, environmental preferences and intention to sea fish
consumptions. This study also discussed and identified the future area of research.

Introduction

Food is the main precedence among all human needs. Fish is playing a big role in food
consumption since it's accepted by all nationalities and religions. The divided information
that consumers receive about the nutritional value and health risks linked with fish and
shellfish can result in confusion or misperceptions about these food sources. Consumers are
therefore opposed with a dilemma: they are told that seafood is good for them and should be
consumed in large amounts, while at the same time some places have issued advisories
advising concern in the consumption of certain varieties or seafood from specific waters
(Nesheim and Yaktine, 2007).

Fish and seafood source of vitamins, minerals with low fat and high proteins, as a result, they
provide different kinds of health benefits (Carlucci et al. 2014). At the same time, public
health authorities state that few sea fish could be causes for few diseases such as methyl-
mercury, dioxins and polychlorinated biphenyls which could have severe negative effects on
human health (Nesheim and Yaktine, 2007) as cited by Carlucci et al. (2014). Though there is
some positive and negative effect on seafood consumption but there are different influencers
to consume seafood by different consumers. Olsen (2004) state seafood consumption
manipulated by properties of the food (quality and sensory attributes), characteristics of the
individual (preferences, personality, and knowledge), or characteristics of the environment
such as availability, situation and seasons. But If we look at the theory of planned behaviour
then we find three strong antecedents for food consumption those are behaviour, norms and
perceived behavioural control (Ajzen, 1991; Conner and Armitage, 1998) as cited by Olsen
(2004).

Now a day‟s fish consumption has been increased also most double within 50 years (Carlucci
et al. 2014). Sea fish is organic food. As per Koklic et al., (2019) modern societies are more
concern about organic food because of the sustainable environment and consumption. This
organic food consumption boosted 238% from 2002 to 2011, whereas 33% growth in the
overall food market in the U.S (Green America, 2013) as cited by Koklic et al., (2019). When

1
we talk about consumption then attitude is one of the key determine including seafood
consumption (Olsen, 2004). He also added attitude also describes a particular entity with
some scale of like-dislike, satisfaction- dissatisfaction or good-bad polarity. Sometimes Food
preference depends on individuals‟ taste. Taste is one instance variable when food is
described positively or negatively, even though taste preference is the top priority for food
consumption to young people compared with old people (Olsen, 2004). But
(seeLeeketal.,2000for a recent review) as cited by Olsen (2004) think taste playing a very
small role for fish consumption cause people to consider fish as a healthy food. Some studies
explain that age is one of the key factors for sea fish consumption, old people consume two to
three times more fish compare with young people (Brunso, 2003). Quality and freshness
another prerequisite for fish consumption cause most of the time we find frozen seafood, to
some extent, it does not represent the freshness. But what consumer frozen themselves at
home that consider as fresh food (Olsen, 2004).

From the above discussion, we understand that there are so many constructs for seafood
consumption. Now this research paper we will try to find –

What are the major constructs that have impact on intention of sea fish consumption?

Theoretical Framework & hypotheses

It is highly significant to explore the predictors that influence individuals‟ intention to

consume or do anything which has a positive reflection on their behaviour. To satisfy our
research question, we have developed a theoretical framework influenced by Theory of
Reasoned Action and The Theory of Planned Behaviour. In this section, we will discuss both
of these important theories that are very closely related to predict the factors affecting the
intention to the consumption of sea fish. The theory of Reasoned Action (TRA) which
explains Attitude and Subjective Norm has a direct influence on Behavioural Intention which
in result impacts directly the Volitional Behaviour (Fishbein, 1980). There are mainly two
constructs such as attitude and subjective norms. However, a new theory was evolved after
TRA which is called

THE THEORY OF REASONED ACTION THE THEORY OF PLANNED BEHAVIOR (TPB)

(TRA)

Fig 1: Constructs of TRA and TPB

2
„The Theory of Planned Behaviour (TPB)‟ which states behaviour or act of doing something
mainly the results of intentions. We do what we plan to do. TPB theorizes that the intentions
are a product of three (3) different processes such as behavioural attitudes, subjective norms
and perceived control behaviour. These constructs further elaborate as attitude in terms of
whether person activities are enjoyable with good benefits, subjective norms in terms of
whether they have support and encouragement from others as well as their members of social
group have already engaged in such behaviour and perceived behavioural control as the
feeling that they have the ability to feel to meet the demand of the tasks. They will form
stronger intentions which are followed by more likely to be engaged in behaviour and activity
(Smith, 2013). Similarly, according to Ajzen, I. (1991), the process of behaviour formation is
explained and predicted by the theory of planned behaviour. It was also shown by QUT
IFB101 et al. (2015) that the theory explains attitude towards the act or behaviour which is
one of the constructs refers to an individual‟s belief of whether a certain behaviour or act
makes a positive or negative contribution to that person‟s life, subjective norm focuses on
everything around the individual e.g. his or her social network, cultural norms, group beliefs
and so on and the third construct which is perceived behavioural control refers to a person‟s
belief of how easy or hard it is to display certain behaviour or act in a certain way. If any two
out of these three constructs are not in favour, this is less likely that the intention for certain
behaviour will be formed and in turn that will not lead the person to display the behaviour or
act.

Fig-2: The conceptual model & Hypotheses

In fig:2, the model we have tried to develop, in grounding the theory of planned behaviour,
consists of five (5) constructs where the past behaviour and environmental preferences are
considered as additional predictors of the theory since the theory remain open to change as
suggested by Ajzen.I (2002) as cited by Koklic et al.(2019). However, the first three (3)
constructs are extremely important predictors as the theoretical framework suggested.

Firstly, attitude and preferences are one of key antecedents in shaping the intention of an
individual to food consumption behaviour (Shepherd and Raats, 1996), including seafood
consumption behaviour (Bredahl and Grunert, 1997; Olsen, 2001). This Hypothesis focuses
on the relationship between attitude and consumption. Attitude is one of the key factors for

3
food consumption, not only that attitude also represents psychological tendency which is
evaluating a particular entity with some degree of favor- disfavor, like-dislike, satisfaction-
dissatisfaction or good-bad (Olsen, 2004). According to Steptoe et al., (1995) as cited by
Olsen (2004) state that product taste, distaste, nutritious sometimes depends on different
kinds of belief system along with the quality and freshness of goods.

Taste is a significant element of attitudes and preferences for foods. Most of the foods are
described positively or negatively by taste. Meanwhile, taste also has different likings among
old and young people (Olsen, 2004). Nutrition and health are another important feature of
food choice. That's why so many people prefer seafood for dinner which is a symbol of
nutrition (Bredhal and Grunert, 1997; Olsen,1989).

H1: Attitude & Preferences are positively associated with sea fish consumption

The second predictor namely subjective norms play an important role to influence the
intention of sea fish consumption behaviour. As per Olsen (2004), norms are affiliated with
social expectations, moral obligations, and health involvement, in which all components have
a reflection on food consumption or buying behaviour. Social norms have a positive impact
on food consumption compared to genetic factors for the development of the individual
differences in food preferences (Rozin, 1995) also cited by Olsen (2004). For example,
different countries or different family food preferences are different, even though most of the
foods have been served in a family depends on the majority of family member food likens
(Olsen,2004). On the other hand, moral obligations and health involvement is another major
concern for food consumption. These obligations became more serious when people prepare
food for others mostly for children Shepherd and Raats (1996) also cited by Olsen (2004). As
a result, most of the adult family members are influenced to eat healthy food such as seafood,
whereas single households and families without children are not concerned about healthy
food instead of red meat (Olsen, 2004).

H2: Subjective norms is positively associated with sea fish consumption

According to Ajzen, I. (1991) Perceived Behavioural Control is a construct which refers to

a person‟s belief on how easy or hard it is to display certain behaviour or act in a certain way.
This is one of the strongest predictors for forming behavioural intention and in turn leads to
aid certain behaviour or act. In the case of forming the intention of sea fish consumption, it
has been revealed in previous studies by some researchers that fish eating habit is one of the
key drivers that needs an in-depth investigation. To do this in a convenient way, few
researchers used multi item scales in European countries such as Norway, Belgium, Denmark
and found that fish eating habits influence the fish consumption frequency. The results of
those studies can be interpreted regarding the intention of sea fish consumption are driven by
perceived habits which are pre- existed in the consumers‟ minds without the awareness &
control. The consumers do not think much about the benefits of eating fish. (Carlucci et al.,
2015).

4
The way of forming the habits of eating sea fish is also a matter of investigation further.
Many researchers found in their quest of researching formation of fish-eating habits, there is
no major significance of the habits that grew in childhood which directly impact the eating
fish in adulthood but are useful. Rather some factors, such as lack of knowledge, skills and
self-confidence might interfere by weakening the habit of eating fish in their adulthood.

H3: Perceived behavioural Control is positively associated with sea fish consumption

To consume sea fish, past behaviour and habits are most important rather than other factors
according to (Honkanen et at, 2005). Past consumption experience is increasing that indicate
the direct experience on personal norms of the memory and past behaviours are influenced by
attitude, norms and perception of control (Honkanen et at, 2005). Habit has been
conceptualized and measured as past behavioural frequency. However, in their definition of
habit, most writers on habit include the fact that habit is repeated behaviour that has gained
automatic qualities, which need not be the case for all repeated behaviour according to Ajzen
(2002, as cited by Honkanen, P., Olsen, S. O., & Verplanken, B. (2005).

For consuming food it‟s more important how frequently consume and then it's measured by
their past consumer behaviour. Past behaviour strong influence on intention to consume sea
food rather than attitude (Honkanen et at, 2005). There is different intention to consume sea
fish but forming intention does not necessarily have to be reasoned. Intention to consume sea
food was measured with three items past frequency, planned and tried. But past frequency
measure is most appropriately use because of repeated behaviour according to Conner et al.,
2002 as cited by Honkanen (2005).

H4: Past behaviour is positively associated with sea fish consumption.

Awareness on environmental issues in terms of sustainability is another influencer for change

in the consumption behaviour and thus ecological preference in food choice can be taken into
consideration as an important predictor to assess the intention to consume the sea fish. As
stressed by Brécard et al. (2009,2012) and Johnston et al. (2001) also cited by Carlucci et al.
(2015) consumers are more into buying eco-labeled fish products as they have by high
ecological consciousness and general tendency to follow “green” purchasing behaviour. In
this regard, a new concept of organic aquaculture has emerged that can attract new consumers
and affect the fish consumption positively and consumers may seek specific eco-label
certification scheme which as well as having a low environmental impact. This concept is yet
to be popularized since there is an absence of internationally recognized rules and standards
for producing and processing organic aquaculture products (Carlucci et al., 2015).

H5: Environmental preferences is positively associated with sea fish consumption.

5
Methods:
Sample:
To test our proposed theoretical framework, a survey on 2154 Swedish adult was provided by
the university of Gothenburg. Data was collected during 4th June and 27th June 2019 through
Laboratory of opinion research (LORE). The sample was distributed through gender, age,
education, personal income.

Measurement:
Since data was provides to us, we did not have to design the questionnaire. But items are
mostly measured on a 7-point Likert-type scale. Past behaviour was consisting of 3 items
(based on, on average how many times last year respondents eaten salmon, cod and other
fish). Attitude was designed by 4 items with 4 matching pairs (stupid/smart, boring/exciting,
unpleasant/pleasant, unsatisfactory/satisfactory). Perceived behavioural control was drawn
upon 4 item (control, eating fish regularly easy to difficult, fish as a meal as often
respondents want, freedom of choice fish as a meal), Environmental preferences was consist
of three items (environment friendly food shopping behaviour, avoid extensive packaging,
preference of certified alternative), and finally, Intention to consume sea fish consist of 3
items based on next month intention to eat fish( want to eat, planning to eat more sustainable
fish, probably eat fish more often).

Analytical procedures:
Exploratory factor analysis (EFA) Was done to group the variable by what they represent
collectively through reducing data by the definition of a structure with a minimum loss of
information (Hair et al. 2014). We used SPSS statistics software for EFA and regression
analysis. By EFA, we reduced and group the items based on communalities and
recommended significant factor loading, then we checked their reliabilities through
Cronbach‟s Alpha. We removed one items from intention dimension due to cross loading
with environmental preferences. Then we created summated scale check the interdependency
between dependent and independent variables through regression analysis.

Then we did confirmatory factor analysis through AMOS 25 to developing the overall
measurement model and designing a study to produce empirical results, as well as assessing
the measurement model (Hair et al. 2014). We compared the theory with reality, the
difference between observed and expected covariance is assessed by means of Chi-square
(X2). And we also checked whether these differences are statistically significant. Model fit
was checked through X2, CFI, RMSEA, PCLOSE. Then construct validity was measured
through Face validity, convergent validity and discriminant validity. Then in final stage
Structural equations modelling (SEM) to assess how constructs are associated with each
other, by which we were able to simultaneously estimate multiple dependence relationship
while also incorporating multiple measure for each concept (Hair et al. 2014). SEM through
AMOS uses maximum likelihood estimation and enabled us to assess errors in the variables.
By SEM, we had tested our hypotheses that presented earlier, and assessed direct and indirect
influenced in the model based on our empirical data.

6
Results:
The factorability of the 19 consumption related items were examined. The exploratory factor
analysis (EFA) results shows acceptable range of construct loading. The Kaiser-Meyer-Olkin
(KMO) measure of sampling adequacy were 0.788, above the commonly accepted value of
0.6, indicating that the sample are large enough to detect the factor and its significance.
Bartlett‟s test of sphericity is significant (P < 0.5). Communalities results shows all factor
loading were over recommended 0.5 except one item in past behaviour, but that item has
acceptable 0.649 loading (Hair et al., 2014) loading on principal component analysis
structure matrix (Rotation method: Oblimin with Kaiser normalization) (Table: 1). One item
from intention was removed due to cross loading (less than 0.2) with environmental
preferences items.

Initial Eigen Value shows the first 6 factors with over Eigen value 1explained the 70.9%
variance, where first 3 factors have cumulative 48.5% explanation of variance. Scree plot
graph shows that after first 6 factor there were little differences in the slope variances within
the rest of 13 variables (see graph: 1). Structure matrix through principal component analysis
with oblimin rotation method shows all factor loading is above 0.7 except 1 item is over
acceptable 0.6 (Hair et al., 2014) (Table: 1). Since our primary aim was to identify and
compute composite scores for the summated constructs of consumption behaviour, extracted
factors were retained as suggested by Hair et al. (2014). To check internal consistency for
each of scales, constructs reliability was examined by Cronbach‟s Alpha (α). All the Alphas
were good as suggested by Hair et al. (2014), all were over 0.7 except past behaviour (α =
0.509) which is below the acceptable range suggested by Hair et ai. (2014). But Dall‟oglio et
al (2010) on their journal „Developmental evaluation at age 4: Validity of an Italian parental
questionnaire‟ claims that a 0.5 Cronbach Alpha can be acceptable with a short scale, as they
said “Generally, a Cronbach‟s alpha value higher than 0.70 is considered to be satisfactory;
however, when there are fewer than 20 items, as is the case for each area of the QS4-G, a
value of 0.50 is a satisfactory” (p. 421). So, we kept those items even though there are low
homogeneity of items. Our 6 factors structures comprises with Past behaviour (3
items;0.513), intentions (2 items; 0.806), Attitude (4 items; 0.856), Perceived behavioural
control (PBC) (4 items; 0.769), Subjective norms (3 items; 0.929), Environmental
preferences (3 items; 0.828) (see Table: 2).

7
Graph 1: Scree plot

Structure Matrix
Component

1 2 3 4 5 6
Eating fish regularly is .901 .335
Obehagligt:Behagligt
Eating fish regularly is .899 .347
unsatisfactory/satisfacctory
Eating fish regularly is .818 .308
boring/exciting
Eating fish regularly is .705 .369
stupid/smart
How much control do you .795
have over eating fish
regularly
Eating fish regularly is up to .795
me
If I would like to, I could .787
choose fish as meal as often
as I want.
For me, eating fish regularly .418 .687 .443
is...
If there are certified .905
alternatives, they are usually
my first choice
when I go shopping for food, .892
I choose the most
environmentally friendly
product
I avoid food products with .786
extensive packaging

8
People who are important to .959
me wish that I eat fish
regularly
People who are important to .931
me expect that I eat fish
regularly
People who are important to .916
me encourage me to eat fish
Intention to eat fish the next .341 .918
month: I want to eat more
fish
Intention to eat fish the next .318 .313 .904
month: I will probably eat
fish more often
During the last year, on .319 .741
average how many times
have you eaten cod?
During the last year, on .736
average how many times
have you eaten salmon?
During the last year, on .649
average how many times
have you eaten other fish?
Extraction Method: Principal Component Analysis.
Rotation Method: Oblimin with Kaiser Normalization.
Table 1: Structure matrix

Reliability Statistics Cronbach's Alpha

Past Behaviour .509
Intention .806
Attitude .856
Perceived Behavioural control .769
Subjective norm .929
Environment preference .828
Table 2: construct reliabilities
Then in next stage, we had run Regression analysis to check the interdependency relation
between independent variables and dependent variable Intention to consume sea fish.
Regression results shows that our model is significant P value is less than 0.001, but R2 value
is only 0.192, which means only 19.2% variance in the dependant variable intention to buy
fish product can be explained by other independent variables. F-Value indicated that 42.49%
of the time our total model hypotheses are true. However, the individual standardized βeta
coefficient tells us only attitude (β=0.330; t = 9.915) and subjective norm (β=0.199; t=6.298)
has the significant positive correlation. Other three independent does not have the significant
correlation, even PBC has the negative relation. (see Table: 3).

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.081 .332 3.259 .001
attitude .461 .046 .330 9.915 .000

9
 Subjective_norm .169 .027 .199 6.298 .000
PBC -.039 .042 -.029 -.922 .357
Environment_pref .045 .032 .044 1.430 .153
past_behaviour .037 .054 .023 .689 .491
2
Note:R = 0.192, F= 42.488, p < 0.001
a. Dependent Variable: intention
Table 3: Regression analysis
Next step, Confirmatory factor analysis (CFA) is done to determined number of factors to
conform based on our hypothetical model by pre-established theory. CFA results shows that
acceptable range of significant standardized loading and high range of AVE (67% - 90%),
which provide a strong convergent validity (Hair et al. 2014). Discriminant validity ensured
through comparison between AVE estimates for each factor and the square of the correlation
between the two factors. We can see AVE estimates for each factor are greater than the
square of the correlation between the two factors (see Table: 4).

The model fit was tested using several fit indices. The Chi-square value (X2) has the
statistically significant value for the model (CMIN/Df = 3.617; recommended less than 5).
Comparative fit index (CFI) has good value 0.958, Root mean square error of approximation
(RMSEA) is less than 0.05, also indicated a good model fit. And PCLOSE value is
recommended over 0.05 (Hair et al. 2014) (see Table 5).
Square of
Construct validity Correlations : (Default Model)
Correlations
Variables AVE. attitude <--> pastbehaviour 0,516 0,266256
Attitude 0,777 attitude <--> subjectivenorm 0,215 0,046225
Past Behavior 0,79 attitude <--> intention 0,377 0,142129
Subjective
0,9036667 attitude <--> PBC 0,291
Norm 0,084681
Intention 0,8255 pastbehaviour <--> subjectivenorm 0,266 0,070756
PBC 0,67625 pastbehaviour <--> intention 0,301 0,090601
EnvPref 0,791 pastbehaviour <--> PBC 0,347 0,120409
subjectivenorm <--> intention 0,322 0,103684
subjectivenorm <--> PBC 0,065 0,004225
intention <--> PBC 0,111 0,012321
EnvPref <--> attitude 0,146 0,021316
EnvPref <--> pastbehaviour 0,235 0,055225
EnvPref <--> subjectivenorm 0,181 0,032761
EnvPref <--> intention 0,175 0,030625
EnvPref <--> PBC 0,104 0,010816

Table 4: construct validity

The final step was testing through structured equation model and path coefficient to check the
hypotheses relation. SEM model fit result shows the same result as CFA. Only two structural
paths are significant as expected, those are attitude and subjective norm that has the positive

10
relation with intention to buy sea fish. On the contrary, to our hypotheses structural path
coefficient of past behaviour with intention (0.09), environmental preferences with intention
(0.08), and perceived behavioral control with intention to buy sea fish (-0.02) are not
statistically significant. (see Table 6 and appendix 1)

Measure Threshold
Chi-square\df (cmin\df) 3.617
p-value for the model .000
CFI .958
RMSEA .049
PCLOSE .586
Table 5: Model fit indices

Hypothesis:
Hypothesis SPC Result
H1+: Past behaviour Intention .09 Rejected
H2+: Attitude Intention .28** Supported
H3+: Environmental Preference Intention .08 Rejected
H4+: Perceived Behavioural Control -.02 Rejected
Intention
H5+: Subjective norm Intention .23** Supported
** P value is significant below 0.001

Table 6: Hypotheses results

Discussion and conclusion:

This study aimed to find out important construct that impact the intention of sea fish
consumption. To satisfy our objective, we drew a theoretical model that past behaviour,
attitude, subjective norm, perceived behavioral control and environmental
preferences/concerns all have the positive relation to intention to increase sea fish
consumption. This present study examined the role of these constructs and their relation
toward sea fish consumption. We found attitude and subjective norm have the positive
influence on intention.

Previous study found that attitude has a strong role to shape person‟s behaviour to act in a
positive/negative manner toward an object (Aijen, 1991). Olsen (2004) also pointed that
attitude as an important determinant to explain sea fish consumption behaviour. His article
shows that different factors of the attitude impact on motivation to consume/buy. Our

11
empirical findings also demonstrated in line with the conceptual model by Olsen (2003) as
attitude have positive impact on intention to consume sea fish. This study also supports and
enhance TPB and TRA with empirical evidence that person‟s attitude has positive relative
toward intention.

However, Honakanen et al. (2005) found on their study that attitude to intention has positive
but weaker relation. Moreover, their study shows that past behaviour has the strongest impact
on intention rather than the attitude, we have seen this similar result on Koklic et al. (2019) as
well. Whereas, our empirical findings show very low and statistically insignificant relation
between past behaviour and intention to consume sea fish. However, our findings also noted
that past consumption behaviour has strong positive correlation with attitude, which is in line
with the findings of Koklic et al. (2014), but in our study past behaviour did not moderated
the relation between attitude and intention. Trafimov (1999) as cited in Honkanen et al.
(2005) explained the reason behind the strong influence of past behaviour to the future
intentions was that repeated behaviour influence the cognitive process to stimulate the
intention to perform this behaviour again. Honakanen et al. (2005) supported that reason by
their empirical result of strong relation between past behaviour and intention that they had
asked people to recall and report. Future researchers can check this evidence by including this
thought in questions.

Theory of Planned behaviour tells us PBC is one of the strongest variables that influence the
people‟s intention and buying behaviour. That create the stronger intention to engage in
behaviour and activity (Smith, 2013). Olsen (2004) also pointed that PBC is an influential
construct to develop. He explained person‟s internal factor (like; knowledge, strong will
power, etc.) and external factor (like; price, convenience, time, etc.) has the impact in shaping
the intention to consume sea fish. But our findings did not empirically prove this claim, rather
it shows statistically insignificant negative standardized patch coefficient PBC to intention.
However, this study found a high correlation between PBC and past consumption behaviour.
This may reason as our past behaviour has some influence on our behavioral control, though
we do not have any theoretical support for that claim. Future researchers can look on this
relation.

Our next hypothesis was subjective norm has the positive impact on intention to sea fish
consumption. Our empirical findings supported our prediction. We had found statistically
significant relation between subjective norm and intention. Our result enhances both
theoretical model TRA and TPB empirically. Our findings also support the Olsen‟s (2004)
theoretical model, whereas he pointed subjective norms (social norms and moral obligation
with health obligation) has the positive impact on intention to consume sea fish.

Our expectation for environmental concern/preferences has the positive influences on the
people mind consuming more sea fish as Carlucci et al. (2015) cited several researches that
shows people were either willing to buy eco-labelled fish or eco-labeling has the significant
and positive influences on fish products choice. Moreover, Mauracher et ai. (2013) as cited in
Carlucci et al. (2015) that 55% of their respondents shows interest on paying premium price
for organic fish, while 45& are not interested on environmental correlation. However, our
result did not find environmental preferences has any significant impact on consuming more

12
sea fish. Our reasoning for that ecological preferences or „green buying‟ not necessarily
influence on more fish consumption. Organic food and sea fish are two different spectrums.
Fish consumption depend on other important factor like social influence, taste or personal
attitude. Moreover, Johnston et al. (2001) as cited in Carlucci et al. (2015), found highly
heterogenic „green fish consumers‟ in terms of gender, age, education and income.

In conclusion, our study objective was to identify the major constructs that impact the
intention to consume sea fish. From our theoretical review, we predicted that a person‟s past
consumption behaviour, attitude, subjective norm, perceived behavioral control and
environmental preferences could have the strong influences to increase the intention fish
consumption. But our empirical findings confirmed that only attitude and subjective norm has
the positive relation toward intention to consume more sea fish. Though our results did not
confirm that environmental preferences do not have any significant relation to intention, we
suggest marketer to communicate with consumer more efficiently to create awareness for
sustainable consumption.

13
References:
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human
decision processes, 50(2), 179-211

Brunsø, K.2003.Consumer research of fish in Europe.Luten, J.B., Oehlenschläger,J.,

Ólafsdóttir, G. (Eds.) Wageningen: Wageningen Academic Publishers. pp. 335344.

Bredahl, L. and Grunert, K.G. 1997. Determinants of the consumption of fish and shellfish in
Denmark: An application of the theory of planned behaviour. In: Seafood from producer to
consumer, integrated approach to quality. Luten, J.B., Børresen, T., and Oehlenschläger, J.
(Eds.) Amsterdam: Elsevier. pp. 21-30.

Carlucci, D., Nocella, G., De Devitiis, B., Viscecchia, R., Bimbo, F. and Nardone, G. (2015).
Consumer purchasing behaviour towards fish and seafood products. Patterns and insights
from a sample of international studies. Appetite, 84, pp.212–227.

Dall'Oglio, A. M., Rossiello, B., Coletti, M. F., Caselli, M. C., Ravà, L., Di Ciommo, V., &
Pasqualetti, P. (2010). Developmental evaluation at age 4: validity of an Italian parental
questionnaire. Journal of paediatrics and child health, 46(7‐8), 419-426.

Fishbein, M. (1980). A theory of reasoned action: some applications and

implications. Nebraska Symposium on Motivation. Nebraska Symposium on Motivation,
[online] 27, pp.65–116. Available at: https://www.ncbi.nlm.nih.gov/pubmed/7242751
[Accessed 22 Dec. 2019].

Koklic, M.K., Golob, U., Podnar, K. and Zabkar, V. (2019). The interplay of past
consumption, attitudes and personal norms in organic food buying. Appetite, 137, pp.27–34.

Olsen, Svein Ottar. “Antecedents of Seafood Consumption Behavior.” Journal of Aquatic

Food Product Technology, vol. 13, no. 3, 8 Nov. 2004, pp. 79–91.

QUT IFB101, Dreiling, A., Farr-wharton, G. and Robin, J. (2015). Theory of Planned
Behaviour. YouTube. Available at: https://www.youtube.com/watch?v=nZsxuD3gExE
[Accessed 22 Dec. 2019].

Smith, N. (2013). Introduction to the Theory of Planned Behaviour. YouTube. Available at:
https://www.youtube.com/watch?v=DFn-IOcpd8A [Accessed 22 Dec. 2019].

Yaktine, A.L., Nesheim, M.C. and James, C.A. (2008). Nutrient and contaminant tradeoffs:
exchanging meat, poultry, or seafood for dietary protein. Nutrition Reviews, 66(3), pp.113–
122.

14
 Appendix 1:

Structural Equation Model

15