An Econometric Analysis of Factors Affecting Fish Consumption: The Case of Tekirdag, Turkey

The aim of this study was to determine the factors affecting the fish consumption in Tekirdag province. The data were obtained from 270 consumers selected by using random sampling method from 48000 households living in Tekirdag province. Consumers' demographic characteristics were analyzed and responses for preferences about fish consumption habits were discussed. In this study, Factor Analysis was performed to analyze the purchasing behavior of consumers about fish consumption. Factor groups were named as "attitude towards processed and canned products", "conscious purchasing", "opinion about aquaculture", "health benefits", "impact on consumption amount". Factors affecting the amount of fish consumption per capita were explained with Tobit model. Consumer's income, education level and factor groups derived from factor analysis were used as explanatory variables in the model. According to the results conscious purchasing factor, health benefits factor, consumer income and education level have positive effect on fish consumption. As a result of the study, it was observed that the increases in income level and conscious level would increase fish consumption. Based on the result of the Tobit model, in order to increase fish consumption, consumers should be informed about the health benefits of fish.