Factors Affecting Consumer Choice of Canned Fish in Taiwan

Survey data on the choice of canned fish were analyzed through stepwise logistic regression. Those who lived in northern Taiwan, those who paid more attention to food taste, those who preferred to eat fish, those who liked to eat sour food, those who liked to eat bitter gourds, those employed in manual labor, and those who paid more attention to food content and ingredient had higher odds of eating canned fish, while those who believed in the religion of Yi-Guan-Daoism, those who paid greater attention to food nutrition, and females had lower odds of eating canned fish. To promote the development of canned fish, the taste and nutrition attributes of the products should be strengthened, especially in markets targeted at females.