Dry fish consumption in Bangladesh

ISBN-13: 9783845424538 / Angielski / Miękka / 100 str.

Mohammad Abdul Momin Siddique; Svein Ottar Olsen

Opis

Dry fish is the low-cost dietary protein source in Bangladesh. As far the concern of the researcher, this study is the first of its kind to explore the dry fish consumption behavior in Bangladesh. The general purpose of this study is to apply the general framework of the Theory of Planned Behaviour (TPB), explain attitudes, intention and dry fish consumption in Chittagong city and to extend the traditional TPB-model with some additional variables; perceived risk, knowledge, price and cost. The findings showed that attitude, norms and procedural knowledge emerge as the key determinants of intention, while intention, attitude, norms and perceived risk effect on the consumption frequency. PBC, price and cost had no significant effect on intention and dry fish consumption. Perceived quality is found as the most important attribute to forming consumers attitude towards dry fish consumption. The proposed TPB and the extended model both of them fit well with the data and proved the expectations of this study in a promising way.

O autorze

Mr. Siddique has completed his Masters in Fisheries and Aquaculture Management and Economics from University of Tromsø, Norway. His research interest includes Fishery marketing, Fishery economics and Marine biology.Svein Ottar Olsen is a Professor of Marketing, Tromsø University Business School, Tromsø, Norway.