Evaluating factors and barriers affecting on per capita fish consumption in Sari

To evaluate the barriers and factors affecting on per capita fish consumption in Sari, a field research was done with the administration of a structured questionnaire to the consumers in Sari. 266 respondents were randomly interviewed with regard to their attitudes and perception about fish consumption in 1393. Initially, descriptive analysis (such as frequency, mean and standard deviation) was performed on the data. Then, Freedman Test was used for analytical purposes and to investigate the factors influencing fish consumption through multiple linear regression analysis. Findings showed that price and fish smell were the main barriers to fish consumption, and income, family size, and occupation were significantly correlated with fish consumption. Also, it was found that the nutritional value of fish was the most important motivation of fish consumption among the consumers. The results showed that, beliefs about fish price more than its inherent characteristics, were significant regarding consumption barriers. Finally, it was suggested that politics for costs reduction of the production of farmed fishes in order to cost reduction of fish, development of fishery products odorless such as fish fillet and nugget as well as organizing commercial campaigns for consumers should be considered by fishery industry and public health activists.