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Motivation to consume fish (seafood) in Vietnam

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  • This study extends Theory of Planned Behavior (TPB) to investigate the motivation to consume fish in a representative survey of Vietnamese individuals. The emperical study is based on using the structural equation approach to test construct valitidy of measures and the emperical fit of theoretical model. The results show that the TPB is signficantly applicable to the Vietnam situation. The 23% of the variation of eating fish frequency is signficantly explained by motivation and perceived behavioral control. The motivation to consume fish as measured by intention is signficantly determined by subjective norms and attitude toward fish as meal; the two constructs explained for 35% of the motivation variation. At the specific level, the study found that negative affect, perceived quality and price are significant indicators that explains for 60% of the variation of the attitude construct; perceived price, time using to cook and prepare fish as meal and availability of fresh fish are important factors explaining for 63% of the variation of the perceived control over fish consumption. As one of the first attempts, the study provide some managerial suggestions for seafood sector to expand the domestic markets and also raise some recomendations for future research.
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  • Nguyen, Tien Thong and Svein Ottar Olsen. 2008. Motivation to consume fish (seafood) in Vietnam. 5 pages. In: Proceedings of the Fourteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 22-25, 2008, Nha Trang, Vietnam: Achieving a Sustainable Future: Managing Aquaculture, Fishing, Trade and Development. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2008.
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  • US National Oceanic and Atmospheric Administration (NOAA) Fisheries Division, The Department of Fisheries and Oceans, Canada; Aquaculture CRSP and AquaFish CRSP; Minh Phu Seafood Corporation; Vietnam Datacommunication Company (VDC); Camau Frozen Seafood Processing Import Export Corporation (Camimex); Long Sinh Limited Company; Mai Linh Group and Nam Viet Corporation.
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