Determinant factors of Indonesian people's fish purchase intention

Purpose The purpose of this paper is to examine the determinant factors that influence the purchase intention of fish by Indonesians, especially in 14 provinces with low fish consumption rates. Design/methodology/approach The survey was conducted with a total of 307 respondents in West Sumatra, Jambi, Bengkulu, Lampung, DKI Jakarta, West Java, Central Java, Special Region of Yogyakarta, East Java, Banten, Bali, West Nusa Tenggara, East Nusa Tenggara and West Borneo. The factors measured and analyzed are product, individual and environmental characteristics while partial least square is used to analyze the data. Findings The factors influencing the purchase intention of fish by Indonesians include product, individual and environmental characteristics. Not surprisingly, environmental characteristics were cited by most respondents. Originality/value This is the first study on the factors which influence the purchase of fish by Indonesians, in a country with a high rate of fish production, but a low rate of consumption. Findings are relevant to support the Gemarikan Program (Program to Promote Fish Eating) by The Indonesia Ministry of Marine Affairs and Fisheries.

Automated summary

This study investigates the determinant factors influencing the purchase intention of fish by Indonesians in 14 provinces with 307 respondents. It found that product, individual and environmental characteristics have an impact on the purchase intention of fish, with environmental characteristics being the most commonly cited factor. This study is the first of its kind in Indonesia and can support the Program to Promote Fish Eating by The Indonesia Ministry of Marine Affairs and Fisheries.