The role of awareness in high quality food consumption: A Case Study of farmed fish

دریاباری, سیده محبوبه and مجاوریان, سید مجتبی and شیرزادی لسکوکلایه, سمیه The role of awareness in high quality food consumption: A Case Study of farmed fish. In: 2nd International and 6th National Iranian Congress on Organic vs. Conventional Agriculture, August 2019, Ardabil, Iran.

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Abstract

The purpose of this study was to investigate the role of nutritional, productive and price awareness in fish consumption behavior and to identify the effect of type of information source on buying behavior in Amol. the research Data were collected through a questionnaire among fish buyers at 2019. After removing the outlying data, finally the data of 186 questionnaires were analyzed by using structural equation method (SEM) and SPSS and AMOS softwares. The results showed that consumer awareness had a positive and significant effect on their consumption behavior (0.50). Among the types of awareness, nutritional knowledge with coefficient (0.85) was the most effective type of knowledge. The productive awareness (0.74) and the price (0.64) are in the next ranks. The results of the study of information source type effect on consumption knowledge and behavior showed that the indirect effect of this variable on consumption behavior through the mediator variable of knowledge (0.36) had more effect than its direct effect (with coefficient 0.23). also the source of information via friends and relatives with a coefficient (0.74) is the most important source of information.

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