Volume 22, Issue 158 (2025)
FSCT 2025, 22(158): 15-30 |
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Reyhani Poul S, Yeganeh S, Haghighat khajavi S, Khalili M. Explaining the pattern of consumption and evaluating behavior of canned tuna buyers and consumers in Mazandaran province using the theory of planned behavior. FSCT 2025; 22 (158) :15-30
URL: http://fsct.modares.ac.ir/article-7-65457-en.html
URL: http://fsct.modares.ac.ir/article-7-65457-en.html
1- Lecturer at Sari University of Agricultural Sciences and Natural Resources , soheylreyhani@gmail.com
2- Professor, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
3- Assistant professor, Department of Food Science and Technology, Faculty of Agricultural Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
4- Free
2- Professor, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
3- Assistant professor, Department of Food Science and Technology, Faculty of Agricultural Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
4- Free
Abstract: (60 Views)
The purpose of this research was to study the buying and consumption pattern of canned tuna in Mazandaran province using the theory of planned behavior. For this purpose, after determining the research hypotheses, a suitable questionnaire was designed and completed by the statistical community. The statistical population of the research was the entire Mazandaran province that 10 cities were randomly selected for field study with a sample size of 600 people. In order to test the hypotheses and examine the intensity of the relationship between their items, an appropriate conceptual model was designed and analyzed using Lisrel software. According to the findings, about 60% of the households of the statistical population bought and consumed 10 to 12 cans of canned tuna every year. Brand, size 150 to 180 grams, as well as hypermarkets were among the first priorities of the statistical community regarding the three indicators of packaging characteristics, size and shopping places. The results of running the research conceptual model in two modes, standard and significant, showed that only the hypothesis of a significant effect of perceived risk on subjective norms was rejected and other hypotheses were confirmed. According to the results, among the three variables of brand, quality and packaging specifications, canned tuna brand had the greatest effect on buyers' attitudes with an impact factor of 0.52. In the following, it was found that the effect of perceived usefulness on subjective norms (0.56) is more than income (0.43). According to the findings, the price of canned tuna with an effect coefficient of 0.41, advertising and education variable with an effect coefficient of 0.32, and shopping places variable with an effect coefficient of 0.24 were significantly effective on the perceived behavior control element…
Article Type: Original Research |
Subject:
Fisheries and products technology
Received: 2022/11/15 | Accepted: 2024/09/18 | Published: 2025/03/21
Received: 2022/11/15 | Accepted: 2024/09/18 | Published: 2025/03/21
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