Intention to Sustanable Fish Consumption

Melva Minar Leonarda Tambunan, T. Ezni Balqiah

Research output: Contribution to conferencePaperpeer-review

Abstract

Sustainable fish consumption is one of the government programs that are being intensively implemented to overcome malnutrition in society, improve health and public welfare. This study aims to examine and analyze the antecedent factors that influence consumer intentions to increase fish consumption, through the perspective of Theory of Planned Behavior model (TPB) and the role of consumer confidence. The analysis was performed by using Stepwise Regression Analysis to test the strength of five hypotheses of the variable relationship in the model. Respondents selected through purposive sampling are 200 mothers who hobbies and regularly consume fish. The results showed that attitude and perceived consumers effectiveness have a direct impact and positif influence towards intention to sustainable fish consumption. Confidence only affects attitudes toward consumer intentions. While perceived availability and subjective norms do not significantly influence the intention to sustainable fish consumption.
Original languageEnglish
Publication statusPublished - 2018
Event3rd Global Conference on Business, Management and Entrepreneurship (The 3rd GC-BME): Creating Innovative and Sustainable Values-added Businesses in the Disruption Era - ID, Bandung, Indonesia
Duration: 1 Jan 2018 → …

Conference

Conference3rd Global Conference on Business, Management and Entrepreneurship (The 3rd GC-BME): Creating Innovative and Sustainable Values-added Businesses in the Disruption Era
CountryIndonesia
CityBandung
Period1/01/18 → …

Keywords

  • Fish Consumption, Theory of Planned Behavior (TPB), Confidence, Linear Regression

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