Assessment of the intention to consume farmed fish using the theory of planned behaviour

One-quarter of fish consumed in Europe comes from aquaculture and research has shown that consumers have a greater preference for wild comparison with farmed ones. As other food choices, consumer decisions regarding are complex process involving multiple factors. The main objective this study is to develop validate questionnaire will measure intentions the consumption using theory planned behaviour (TPB) as theoretical framework. Based on TPB model, also investigates relationships between attitudes, subjective norms, perceived behavioural control intention consume fish. Data collection was performed through an online survey total 118 valid questionnaires were analysed. tests performed, results indicate tested scale measuring constructs reliable. Alpha coefficients intention, norms 0.898, 0.857, 0.748 0.953, respectively. Variables model explain 40% variation intentions. Regression analysis confirmed attitudes significantly influence fish, being strongest predictor, while does not significant impact intention.