Analysis of Consumer Behavior towards Aquaculture Products
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Date
2025-06-30
Authors
Khelifa Oussama
Chelouh Mourad
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Abstract
This study aims to understand Algerian consumer behavior toward tilapia, a farmed fish promoted to meet the growing demand for animal protein and reduce pressure on marine fisheries. Although national tilapia production has increased thanks to institutional efforts, its consumption remains low. Using the Theory of Planned Behavior (TPB) as a framework, the authors analyzed the attitudes, social norms, and perceived control of 475 consumers through a structured questionnaire. The results show that attitude is the only significant predictor of purchase intention, while subjective norm and perceived behavioral control have no notable effect. While many respondents view tilapia positively in terms of taste and health benefits, lack of awareness and limited availability hinder its adoption. The study recommends improving product visibility, educating consumers, and strengthening distribution networks to promote tilapia consumption in Algeria.