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Comparison of Chinese carp consumption model in Guilan, Mazandaran and Golestan provinces
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Afshin Adeli *   , Ebrahim Sheykhnezhad , Vasighesadat Mirbagheri |
| Department of Processing of Fishery Products, Faculty of Fisheries and Environment, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran. , afshinadeli@yahoo.com |
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Abstract: (246 Views) |
Abstract:
Introduction: The research aims to compare the consumption patterns of Chinese carp in Guilan, Mazandaran, and Golestan provinces to identify the factors affecting consumption and estimate the per capita consumption of these fish.
Materials and methods: After identifying the effective factors in similar models, for this purpose, a default conceptual model based on the theory of planned behavior was considered. The designed questionnaire was completely randomly completed by the consumers of these fishes. Then, using Structural Equation Modeling (SEM), the relationships between the research variables and the structure of the model were analyzed.
Results and Discussion: Per capita fish consumption of farmed carp consumers in Guilan, Mazandaran and Golestan provinces was 3.4, 1.5 and 7.9 kg/person/year, respectively. In this research, the effect of variables of perceived usefulness and quality on attitude, the effect of moral commitment and household income on subjective norms, the effect of experimental records on the control of perceived behavior, attitude and subjective norm on the purchase decision and the purchase decision for consumption on the final behavior significantly in 3 provinces the item under review was confirmed. The results showed that the perceived risk on the purchase attitude and the perceived behavioral control on the purchase decision are significant only in Guilan province, and Guilan province has a higher perceived usefulness in the attitude than the other two provinces, and advertising on the perceived behavior of consumers does not affect. Mazandaran province is in a better state due to the effect of attitude on purchase decision, the effect of quality on attitude and the effect of experience records on perceived control. Perceived risk does not affect attitude, control power and control belief on perceived behavior control and perceived behavior control on purchase decision. The people of Mazandaran province are more serious in purchasing farmed carps than that of the two other provinces. The indicators of Golestan province are superior to the other two provinces in terms of the effect of subjective norm on purchase decision, the effect of moral obligation and income on subjective norm. If the perceived risk is not significant on the attitude of the normative belief on the subjective norm and finally the control of the perceived behavior on the purchase decision.
Conclusion: In total, the results showed that effective solutions to increase consumption will not be the same in these 3 provinces due to the difference in influencing factors.
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| Keywords: consumption pattern, purchase behavior, Farmed carps, consumption per capita, Marketing. |
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Full-Text [PDF 432 kb]
(45 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2024/09/20 | Accepted: 2024/11/18 | Published: 2025/03/30
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