Fish consumption in restaurants: An investigation on planned behavior theory and food neophobia

Furkan Dursun; Bahar Gümüş

doi:10.12714/egejfas.41.4.08

EN TR

Fish consumption in restaurants: An investigation on planned behavior theory and food neophobia

Abstract

In this study, consumers' intention to consume fish in restaurants was explored by expanding Ajzen's (1985) theory of planned behavior (TPB). The food neophobia (FN) variable was added to the variables of attitude, subjective norm (SN) and perceived behavioral control (PBC), which are the main independent variables of the TPB, and the moderator role of the variable of FN between the variables of attitude and intention to consume fish was also controlled. A questionnaire was used to reach a total of 517 participants in Antalya/Türkiye. For the analysis of the obtained data, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and multiple linear regression analyses were performed using SPSS and Lisrel package programs. It was found that the variables of attitude, SN and PBC have a significant and positive effect on consumers' intention to consume fish in restaurants. Also, the FN variable had a significant and negative effect on consumers' intention to consume fish in restaurants. Finally, FN variable had a significant moderator effect between the variables of attitude and intention to consume fish. In short, individuals with high FN may not translate a positive attitude toward eating fish into a strong intention to consume it, while those with low neophobia may do so more effectively. FN alters the link between attitude and intention, highlighting its role in shaping fish consumption decisions. This research offers key insights for public health and the food industry. Findings can guide healthy eating campaigns, marketing strategies, product development, and efforts to promote sustainable fish consumption, while also considering the impact of social norms within behavioral economics.

Keywords

Restoranlarda balık tüketimi: Planlı davranış teorisi ve yiyecek neofobisi üzerine bir araştırma

Öz

Bu çalışmada, tüketicilerin restoranlarda balık tüketme niyeti, Ajzen’in (1985) planlı davranış teorisi (PDT) genişletilerek incelenmiştir. PDT’nin temel bağımsız değişkenleri olan tutum, öznel norm (ÖN) ve algılanan davranışsal kontrol (ADK) değişkenlerine ek olarak, gıda neofobisi (GN) değişkeni de eklenmiş ve bu değişkenin tutum ve balık tüketme niyeti arasındaki moderatör rolü kontrol edilmiştir. Antalya/Türkiye'de toplam 517 katılımcıya anket uygulanmıştır. Elde edilen verilerin analizi için SPSS ve Lisrel paket programları kullanılarak keşfedici faktör analizi (KFA), doğrulayıcı faktör analizi (DFA) ve çoklu doğrusal regresyon analizleri yapılmıştır. Tutum, ÖN ve ADK değişkenlerinin, tüketicilerin restoranlarda balık tüketme niyetini anlamlı ve pozitif yönde etkilediği bulunmuştur. Ayrıca, GN değişkeninin, tüketicilerin restoranlarda balık tüketme niyetini anlamlı ve olumsuz yönde etkilediği saptanmıştır. Son olarak, GN değişkeninin, tutum ve balık tüketme niyeti arasında anlamlı bir moderatör etkisi olduğu tespit edilmiştir. Kısaca, yüksek gıda neofobisine sahip bireyler, balık yemeye yönelik olumlu bir tutumu güçlü bir tüketime niyete dönüştüremeyebilirken, düşük neofobiye sahip bireyler bunu daha etkili bir şekilde yapabilir. GN, tutum ve niyet arasındaki bağı değiştirerek balık tüketim kararlarını şekillendirmede önemli bir rol oynamaktadır. Bu araştırma, halk sağlığı ve gıda sektörü için önemli bulgular sunmaktadır. Bulgular bağlamında ilgili paydaşlar, sağlıklı beslenme kampanyalarına, pazarlama stratejilerine, ürün geliştirmeye ve sürdürülebilir balık tüketimini teşvik etme çabalarına rehberlik edebilir ve sosyal normların davranışsal ekonomi bağlamındaki etkisini de göz önünde bulundurabilir.

Anahtar Kelimeler

Ethical Statement

The ethical appropriateness of this study was approved by Akdeniz University Social Sciences and Humanities Scientific Research and Publication Ethics Committee with decision number 14 on 07/02/2020.

Thanks

The authors express their gratitude to the anonymous reviewers for their help during the manuscript review process. This study did not receive any financial support, grant, or assistance from any public, commercial, or nonprofit funding organization.

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Details

Primary Language

English

Subjects

Aquaculture and Fisheries (Other)

Journal Section

Research Article

Authors

Furkan Dursun ^*
0000-0002-5785-1311
Türkiye

Bahar Gümüş
0000-0001-9232-8481
Türkiye

Early Pub Date

December 9, 2024

Publication Date

December 11, 2024

Submission Date

September 25, 2024

Acceptance Date

November 29, 2024

Published in Issue

Year 2024 Volume: 41 Number: 4

DOI

https://doi.org/10.12714/egejfas.41.4.08

IZ

https://izlik.org/JA34CE28ZA

Cite

RIS / Bibtex

APA

Dursun, F., & Gümüş, B. (2024). Fish consumption in restaurants: An investigation on planned behavior theory and food neophobia. Ege Journal of Fisheries and Aquatic Sciences, 41(4), 307-315. https://doi.org/10.12714/egejfas.41.4.08

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