Testing the Role of Fish Consumption Intention as Mediator

Abstract

: This research investigate the role of an intention to consume fish as mediating variables between six variables (three variables from theory of plan behaviour and others from (Tomic, Matulic, and Jelic 2016). Theory of plan behaviour is applied to understand the phenomena’s. The data is analysed using the structural equation model (SEM). The finding show that an intention to consume fish is succeeding in mediating relationship between attitude toward fish consumption and consumption behaviour. However, the effect of other variables (subjective norm, perceived behavioural control, healthy, availability and responsibility) on consumption behaviour is not successfully mediated by an intention to consume fish. This study has theoretical and practical implication and they are discussed in this paper.