A comprehensive study of effective factors on increasing of shrimp per capita consumption in Tehran city based on attitude items and decision to buy

In order to increase the per capita consumption of shrimp in Tehran and its proper placement in the household food basket, it is necessary to study the factors affecting the attitude of citizens towards shrimp consumption as well as the factors affecting on decision to purchase. The purpose of this applied-research study also is to investigate and evaluate these factors. For this purpose, by studying internal and external sources, a number of factors affecting consumers' attitudes and their decision to purchase were identified and then tested in the form of assumptions in the target population. The statistical population of the study is the whole city of Tehran which randomly were selected 12 municipal districts for field study with sample size of 500 people. To collect data, a questionnaire was designed according to the assumptions and completed by the consumption society. In order to test the assumptions and investigate the severity and direction of the relationship between their items, a conceptual model was designed and evaluated by structural equation modeling (Lisrel software). In testing hypothetical factors affecting citizens' attitudes were found quality, type of supply and processing, packaging and different beliefs have positive and significant effects on people's attitudes. But the convenience of cooking of shrimp as well as the time and place of consumption had no significant effect on the attitude of citizens. In the following, the results showed that experimental records of consumption, income and price of shrimp are effective on the intention to purchase but the access factor does not have a significant effect on the intention to buy shrimp. Values of effect coefficients showed that among the effective factors on attitude of citizens and the decision to buy, quality and experimental records of consumption are the most effective factors, respectively.