Aquatics, especially fish, are important sources of animal protein that plays an important role in household
food basket and could account as a good substitute for food and protein needs. The purpose of this study was
to determine factors of social, economic and cultural influence on fish consumption and current fish-use
pattern in Sari, using a discriminant analysis model. The results of discriminant analysis showed that the
region of residence, fish health awareness, the assessment of poultry meat benefits, the assessment of fish
meat benefits, consumption awareness, the normative pressure of consumption and meal planning criteria
had the biggest impacts on fish consumption in the city of Sari. Actions, such as informing the society about
the nutritional values of marine products, eliminating misconceptions and creating a habit of household
eating fish as well as promoting fish as part of household food culture can be effective steps to increase fish
consumption.
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