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Volume 35, Issue 3 (9-2026) |
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Analysis of demographic factors and behavioral preferences affecting the consumption of aquatic animals in households in Jiroft City
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M.H. Khanjani1   , A. Mohammadi2 |
1- Department of Fisheries Sciences and Engineering, Faculty of Natural Resources, University of Jiroft, Jiroft, Kerman, Iran
2- Department of Environmental Science and Engineering, Faculty of Natural Resources, University of Jiroft, Jiroft, Kerman, Iran |
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Abstract: (11 Views) |
Introduction
Despite Iran's substantial capacity for aquatic production, per capita seafood consumption remains considerably below the global average, highlighting the need for a more comprehensive investigation of the factors influencing fish and fish product consumption. Identifying household seafood consumption patterns and understanding the determinants that promote or hinder seafood intake are essential first steps toward developing effective nutrition and marketing policies. Jiroft County, located in southern Kerman Province, has considerable potential for aquaculture development due to its favorable geographical location and relatively abundant water resources. Nevertheless, available evidence indicates that dietary patterns in this region are shaped by environmental, social, and economic factors, with fish and shrimp consumed less frequently than other dietary staples and protein sources such as rice, dairy, and legumes (Shadadi and Azare, 2020). This consumption gap highlights the need for a deeper analysis of demographic factors and behavioral preferences. Variables such as age, gender, education level, household size, annual income, and even access to water resources are among the factors that can influence seafood consumption patterns. For example, research has shown that annual income from the sale of agricultural products is the most important factor explaining the amount of meat (including seafood) consumption in Jiroft households (Shadadi and Azare, 2020). Given the above, the present study was designed to analyze the effects of demographic factors (age, education, income, household size) and behavioral preferences (taste preferences, eating habits, awareness of nutritional value, and attitude toward fishery products) on the consumption of aquatic animals and fishery products among households in Jiroft County. The findings of this study can serve as a guide for agricultural and health sector planners to promote aquatic animal consumption and improve food security in similar regions.
Methodology
To investigate the factors affecting fish consumption, a specialized questionnaire was designed and randomly completed by 381 urban residents. To determine the required sample size, the Cochran formula was used with a 95% confidence level and a 5% acceptable error (Cochran, 1977). Accordingly, the minimum required sample size was estimated to be 384 people, making the 381 completed questionnaires acceptable. In addition, Cronbach's alpha coefficient was used to assess the reliability of the questionnaire, with an emphasis on internal consistency. This coefficient was estimated to be greater than 0.7 for all questions, indicating acceptable reliability. Binary logistic regression analysis using the hierarchical method was employed to evaluate the factors affecting high interest in fish consumption (dependent variable). To convert the prioritization questions into quantitative variables suitable for logistic regression, the inverse weighted scoring method based on rank was used. Then, for each question, the option with the highest average weighted score in the entire sample was coded as the dominant preference. Descriptive statistics (frequency and percentage), Pearson correlation coefficient, and binary logistic regression were calculated using R software version 4.3.2. The Hosmer‑Lemeshow test and the Nagelkerke R² coefficient were used to assess the fit of the logistic regression model.
Results
In the present study, 381 individuals (100%) with a mean age of 36.8 ± 3.4 years participated. Descriptive findings showed that the study population in Jiroft County consists of middle-aged people (30 to 50 years old), with university education (more than 80%), households of 4 or more people, and a monthly income of less than 20 million Tomans (more than 57%). Although interest in fish consumption is very high among participants (65.1% very and extremely interested) and fish is known to be the most popular type of protein, purchasing and consumption behavior is significantly different from this positive attitude. More than 55% of people buy fish only 2 to 6 times a year, and more than 60% buy less than 4 kilograms per purchase. Also, the dominant cooking method is frying (34.1%), and the most popular type of product is sea fish (39.9%). These findings indicate a gap between attitude and consumption behavior. Of the five factors influencing fish purchase and consumption, the highest frequency for the first priority was freshness and quality, with 219 people (57.5%). This was followed by price with 87 people (22.8%), variety with 35 people (9.2%), farming method with 23 people (6.0%), and finally cleanliness of the place of supply with 17 people (4.5%). This finding clearly shows that freshness and quality are the most important factors in purchasing fish from the consumers' perspective, followed by price in second place. Among the 15 items studied (only options with a frequency above 5% were reported), the highest frequency for the first priority was related to the high price of fish, with 99 people (26.0%). This finding indicates that high price and unfamiliarity with cooking methods are the two main obstacles to fish consumption in the study population. Among the nine strategies for improving fish consumption, the highest frequency for the first priority was price adjustment, with 121 people (31.8%). Among the places to buy fish, the highest frequency for the first preference was chain stores, with 148 people (38.8%). The two variables of education and preference for freshness and quality in purchasing had a significant effect on high interest in fish consumption. In other words, with each increase in education level (from elementary to master's degree and above), the chance of high interest in fish consumption increases by 38%.
Discussion and conclusion
In the present study, a gap was observed between positive attitude and actual consumption behavior, such that despite the high interest of 65.1% of participants (high and very high interest), purchasing and consumption behavior is significantly different from this attitude. This “attitude‑behavior” gap suggests that practical and economic barriers prevent interest from being transformed into sustained consumption action. This phenomenon can be explained by Ajzen’s Theory of Planned Behavior (TPB), which emphasizes the role of perceived behavioral control (such as financial ability and access) (Ajzen, 1991). A study by Aminizadeh et al. (2024) on 1,121 Iranian consumers showed that an individual’s attitude toward seafood consumption is the strongest positive predictor of behavioral intention. In the present study, gender, age, and income did not show a significant effect on seafood consumption, a finding consistent with the study by Ardebili et al. (2019) in Tehran. In the present study, behavioral preferences and main barriers to consumption showed that freshness and quality (57.5%) were the most important purchase priorities, and people who had this priority were 65% more likely to be very interested in fish consumption. High price (26%) was identified as the most important barrier to consumption, and unfamiliarity with cooking methods (18.6%) was the second most important barrier, which has a cultural‑educational aspect. In the study by Alinejad et al. (2015), 57.25% of the households studied identified the high cost of seafood and fishery products, 19.5% the bad smell and inappropriate appearance of the product in the market, 16% the lack of awareness of the nutritional value of seafood, and 7.5% the lack of familiarity with seafood cooking methods as the main factors in not consuming seafood. In the present study, the cooking method and preference of aquatic species showed that the most common method of cooking fish in Jiroft County was frying (34.1%), which, compared to healthier methods such as steaming (13.9%) and grilling (10.0%), indicates the continuation of the traditional dietary pattern. This issue is arguable from two aspects: firstly, frying reduces the nutritional value of fish and increases calories and trans fats; secondly, this finding creates an opportunity for educational interventions to promote healthier cooking methods. In the present study, “unfamiliarity with cooking methods” was identified as the second most common barrier to consumption (18.6%), which is directly consistent with the findings of Ardebili et al. (2019). In other words, improving knowledge in this area can affect both consumption and the variety of cooking methods (reducing frying and increasing steaming and grilling). In the present study, the consumption improvement strategies from the people's perspective showed that consumers considered price adjustment (31.8%) and quality improvement (28.1%) to be the most effective strategies. This finding is in complete agreement with the prioritization of barriers (high price and lack of quality) and shows that respondents have a realistic understanding of the issues. In conclusion, the present study showed that in Jiroft city, it is more important to solve the two issues of price and quality than to increase awareness. Planners should look at the issue of aquatic consumption with an economic‑structural approach (not just educational). It is recommended that the pilot "Plan to Support Fish Consumption in Low‑Income Households" be implemented and then evaluated by providing subsidies or discount coupons in trusted chain stores, along with educational packages on healthy cooking methods that suit local tastes.
Conflict of interest
The authors declare no conflict of interest related to this research or the publication of this manuscript.
Acknowledgment
This research was financially supported by University of Jiroft under the grant NO. 4813-04-5- 312272. |
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| Keywords: Household consumption pattern, Aquatic animal consumption, Fishery products, Jiroft city |
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Full-Text [PDF 611 kb]
(5 Downloads)
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Type of Study: Research |
Subject:
اقتصاد شيلاتي
Received: 2026/04/27 | Accepted: 2026/09/1 | Published: 2026/08/25
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Khanjani M, Mohammadi A. Analysis of demographic factors and behavioral preferences affecting the consumption of aquatic animals in households in Jiroft City. isfj 2026; 35 (3) :97-110 URL: http://isfj.ir/article-1-2954-en.html
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