Attitude, motivation, and consumption of seafood in Bacninh province, Vietnam

Abstract

This study applies the theory planed behavior (TPB - Ajzen, 1991) to investigate the general antecedents of seafood consumption in Bacninh province of Vietnam. The results show that customers in the area consume seafood at a low frequency although they have high motivation and positive attitude toward fish consumption. A further investigation reveals that quality, negative effects, and suitability have significant impact on attitude, while availability, suitability, and value are main determinant of personal control toward seafood consumption.

In academic aspects, the study confirms that TPB and the measures used broadly in Western cultures are suitable for seafood consumption in Vietnamese context. Fish consumption frequency is significant predicted and explained by intention and behaviorperceived control, and intention in turn is significant determined by attitude and subjective norms but not by personal control. Some other important factors such as habit, eating involvement, health consciousness, and knowledge that are suggested as important in the understanding of seafood consumption behavior are also assessed in term of description and test of scale. These factors are suggested as additional components for the TPB in future studies.